CKE Press Release

Ronda Rousey

August 26, 2015

CARL’S JR. AND HARDEE’S KNOCKOUT THE BREAKFAST COMPETITION - INTRODUCING THE CINNAMON SWIRL FRENCH TOAST BREAKFAST SANDWICH

Nationwide ad supporting launch features popular UFC champion Ronda Rousey

CARPINTERIA, Calif.--(BUSINESS WIRE)--Some like it savory. Others like it sweet. It’s the ultimate breakfast battle and the champion is breakfast’s newest knockout menu item: the Cinnamon Swirl French Toast Breakfast Sandwich, available now at all participating Carl’s Jr.® and Hardee’s®restaurants. The sweet and savory offering features a golden, fluffy folded egg, melting American cheese, your choice of sausage, ham or bacon, all drizzled with delicious maple syrup sauce and sandwiched between two slices of Cinnamon Swirl French Toast.

“American breakfasts have often included a combination of sweet and savory items and we’ve been looking for that perfect balance - which also just tastes great - for a few years now,” said Brad Haley, chief marketing officer for Carl’s Jr. and Hardee’s restaurants. “The new Cinnamon Swirl French Toast Breakfast Sandwich nailed it. The cinnamon swirl French toast would be great to eat by itself but, combined with eggs, your choice of breakfast meat, cheese and maple syrup sauce, it makes for the kind of memorable morning meal that we always try to create for our Carl’s Jr. and Hardee’s customers.”

To support this new menu item, Los Angeles-, New York- and Amsterdam-based agency 72andSunny has created a new ad campaign, titled “Winning Combination,” featuring the uber popular UFC champion and Judo Olympian, Ronda Rousey. The spot will premiere nationally on August 31.

“Ronda Rousey is impressive in so many ways and we’re huge fans,” adds Haley. “While she’s best known for her ultimate fighting ability, she also has a sweet side, which made her the perfect choice to star in the new Cinnamon Swirl French Toast Breakfast Sandwich ad,” adds Haley. “They both pack a mean one-two punch.”

The Cinnamon Swirl French Toast Breakfast Sandwich is available for $2.99 and may also be ordered in a combo meal with Hash Browns and a drink for $4.69. Prices may vary by location. For a limited time, visit www.carlsjr.com/coupons or www.hardees.com/coupons to download a coupon for $1 off any size Cinnamon Swirl French Toast Breakfast Sandwich combo, valid at participating locations.

Follow Carl’s Jr. and Hardee’s on Facebook (www.facebook.com/carlsjr and www.facebook.com/hardees), Twitter (@CarlsJr and @Hardees) and Instagram (@CarlsJr and @Hardees) for the latest product news and promotional offers. Download the Super Star® Rewards app from the iTunes Store and Google Play and check in to redeem Carl’s Jr. and Hardee’s products on the spot, save points for a high-value reward, check out the full menu, and use the store locator to find any Carl’s Jr. or Hardee’s in the U.S.

About CKE Restaurants Holdings, Inc.

CKE Restaurants Holdings, Inc. (“CKE”) is a privately held company headquartered in Carpinteria, Calif. Through its subsidiaries, CKE owns and licenses Carl’s Jr.® and Hardee’s® quick-service restaurants. CKE operates Carl’s Jr. and Hardee’s as one brand under two names acknowledging the regional heritage of both banners. After opening its first restaurants in New York and New Jersey this spring and recent international openings in Canada, Colombia and Guatemala, CKE now has a total of 3,600 franchised or company-operated restaurants in 44 states and 36 foreign countries and U.S. territories. Known for its one-of-a-kind premium menu items such as 100 percent Black Angus Thickburgers®, Made from Scratch™ Biscuits, Hand-Breaded Chicken Tenders™ and Fresh Baked Buns, as well as an award-winning marketing approach, the Carl’s Jr./Hardee’s brand continues to deliver substantial and consistent growth in the U.S. and overseas. The Carl’s Jr./Hardee’s system is now 87 percent franchised, with international restaurants representing 18 percent of the system. For more information about CKE, please visit www.ckr.com or its brand sites at www.carlsjr.com and www.hardees.com.