CKE Press Release

All Natural Burger

July 22, 2015

CARL’S JR. AND HARDEE’S GO ALL-NATIONAL WITH ALL-NATURAL BURGERS

Industry-first All-Natural Burger Now Also Available at Hardee’s; Carl’s Jr. Debuts Its First All-Natural Burger Line Extension Featuring Mushrooms and Swiss

CARPINTERIA, Calif.--(BUSINESS WIRE)--CKE Restaurants (“CKE”) is pleased to announce that the popular burger that revolutionized fast food is now available nationwide. The All-Natural Burger, which launched at Carl’s Jr.® restaurants in December 2014 featuring the first grass-fed, free-range beef with no added hormones, antibiotics, or steroids from a major fast food company, is now available at sister-chain Hardee’s® restaurants. Coinciding with the All-Natural Burger introduction at Hardee’s, today Carl’s Jr. also rolls out its first All-Natural Burger line extension with the launch of the Mushroom & Swiss All-Natural Burger.

The Hardee’s All-Natural Burger will feature a charbroiled, all-natural beef patty topped with a slice of natural cheddar cheese, fresh tomatoes, red onion, lettuce, ketchup, mustard, mayonnaise and dill pickles, all served on the brand’s signature Fresh Baked Buns.

“Carl’s Jr. had great success with the industry-first, All-Natural Burger that launched late last year,” says Brad Haley, chief marketing officer of Carl’s Jr. and Hardee’s. “It seemed to bring in or, perhaps more accurately, bring back consumers who had given up fast food because they simply couldn’t get food like this there so, obviously, we wanted to introduce the All-Natural Burger at our sister-chain, Hardee’s, as soon as we could. However, there simply wasn’t enough grass-fed, all-natural beef available to supply both of our restaurant chains until now. And yes, given its tremendous popularity, the ‘Au Naturel’ ad campaign starring the pop culture phenomenon Charlotte McKinney will be coming back. Not to be outdone, the ad campaign for Carl’s Jr. new Mushroom & Swiss All-Natural Burger will reveal a hot new way to go ‘au naturel’,” Haley adds.

The launch of the Hardee’s All-Natural Burger coincides with Carl’s Jr. unveiling of its first All-Natural Burger line extension with the introduction of the Mushroom & Swiss All-Natural Burger. Featuring natural, handpicked sautéed mushrooms, natural Swiss cheese, the same charbroiled all-natural beef patty as the original, vine-ripened tomatoes, mayonnaise, lettuce and red onion on a Fresh Baked Bun, the new menu offering will be supported with a provocative new ad campaign titled “Natural Beauties.” Created by Los Angeles-, New York- and Amsterdam-based advertising agency, 72andSunny, the TV spot will debut on July 27, featuring the smooth curves of the newest, not-yet-revealed, Carl’s Jr. advertising star.

“Mushrooms truly are ‘natural beauties,’ providing important nutrients, including B vitamins, vitamin D, selenium, potassium, riboflavin, niacin and more,” says Bart Minor, President and CEO for the Mushroom Council. “Our own research has found that Millennials, as well as Gen Z and Gen Y customers, love mushrooms because of their natural, meaty flavor and are looking for menu items that incorporate better-for-you ingredients that taste great--especially in this segment. Mushrooms are the perfect pairing and the 'natural' choice for this all-natural burger,” Minor continues.

The new All-Natural Burger at Hardee’s is available as a single all-natural beef burger for $4.49, or as a double burger for $6.99. The new Mushroom & Swiss All-Natural Burger is available as a single all-natural beef burger for $5.39, or as a double burger for $7.89. Both may be ordered in a combo meal with fries and a drink. Guests may also substitute the all-natural patty on any burger on the menu for an additional charge. 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 All-Natural Burger combo meal, 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 3,581 franchised or company-operated restaurants in 44 states and 35 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.