“This is a significant and impressive milestone for Carl’s Jr. and the dual-branding program with Green Burrito,” said Carl’s Jr. president and CEO Andrew F. Puzder. “Dual-branding our Carl’s Jr. restaurants with Green Burrito has been extremely successful for our company due to its popularity among our most loyal customers.
In 1993, Carl’s Jr. founder Carl N. Karcher and former Green Burrito chairman William Theisen first discussed the idea of dual branding Carl’s Jr. and Green Burrito restaurant locations. In 1994, Carl’s Jr. opened the first dual-branded Carl’s Jr./Green Burrito restaurant in Carson, California. Dual branding with Green Burrito has been very successful for Carl’s Jr., increasing both average unit volumes and profits. Offering its menu inside 300 Carl’s Jr. restaurant locations across the Western US, the Green Burrito brand boasts a unit presence roughly equivalent to competitors Qdoba Mexican Grill and Baja Fresh. Last year, Carl’s Jr.’s sister chain, Hardee’s, began rolling out its own dual branding effort under the brand name Red Burrito. There are currently more than 30 Hardee’s/Red Burrito dual-branded restaurants. Both Carl’s Jr. and Hardee’s anticipate opening more dual-branded restaurants in 2007.
Carl’s Jr./Green Burrito dual branding has grown steadily over the years, aided by Carl’s Jr. parent company CKE Restaurants, Inc.’s acquisition of the Green Burrito chain in 2002, and by strong franchisee support for the program. Livermore franchise owners Daljit and Pam Hundal enjoy the distinction of having also opened the 1,000th Carl’s Jr. restaurant in 2003.
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