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Turkey Burgers
Carl’s Jr. & Hardee’s
Turkey Burgers
Carl’s Jr. & Hardee’s
John Koncki – Director, Product Development & OptimizationJohn Koncki – Director, Product Development & Optimization
Carl’s Jr. & Hardee’sCarl’s Jr. & Hardee’s
• Premium-quality, restaurant-style burgers
• Innovative menu items– 100% Black Angus burgers– Made From Scratch Biscuits– Hand-Breaded Chicken Tenders– Hand-Scooped Shakes & Malts
• Demographic: Young, hungry guys– 18-34 year old males
• Unapologetic about our big delicious burgers & other premium offerings
• Premium-quality, restaurant-style burgers
• Innovative menu items– 100% Black Angus burgers– Made From Scratch Biscuits– Hand-Breaded Chicken Tenders– Hand-Scooped Shakes & Malts
• Demographic: Young, hungry guys– 18-34 year old males
• Unapologetic about our big delicious burgers & other premium offerings
Turkey BurgersTurkey Burgers• Advances in food technology
– AdvancePierre Foods• Six Dollar Burger
• Partnership with Men's Health magazine & Eat This, Not That! line of books – Similar demographic
• Created a line of Turkey Burgers– Each under 500 calories– Signature charbroiled flavor– Craveable with bold, premium toppings
• Advances in food technology– AdvancePierre Foods
• Six Dollar Burger
• Partnership with Men's Health magazine & Eat This, Not That! line of books – Similar demographic
• Created a line of Turkey Burgers– Each under 500 calories– Signature charbroiled flavor– Craveable with bold, premium toppings
Marketing PlanMarketing Plan
• Miss Turkey commercial– Nothing sells a burger better than the
real Miss Turkey in a bikini covered with pictures of turkey burgers
– National media buy • millions of views
• Standees in restaurants• Raised awareness with digital
campaign & social media• PR media outreach
• Miss Turkey commercial– Nothing sells a burger better than the
real Miss Turkey in a bikini covered with pictures of turkey burgers
– National media buy • millions of views
• Standees in restaurants• Raised awareness with digital
campaign & social media• PR media outreach
SalesSales
• Turkey Burger Sales – Among the three top-selling product
launches in brands’ history– Same-store sales increased following
launch • Q2 SSS +2% at Carl’s Jr., +2.5% at Hardee’s• Q3 SSS +2% Carl’s Jr., +1.8% Hardee’s
• Turkey Burger Sales – Among the three top-selling product
launches in brands’ history– Same-store sales increased following
launch • Q2 SSS +2% at Carl’s Jr., +2.5% at Hardee’s• Q3 SSS +2% Carl’s Jr., +1.8% Hardee’s
• Brought in new guests, infrequent guests– Still appealed to our core of young, hungry guys
OutcomeOutcome
• Offered healthier option, still craveable and delicious
• Turkey Burgers now a permanent menu line• Line extension
• Offered healthier option, still craveable and delicious
• Turkey Burgers now a permanent menu line• Line extension
You can offer lean, lower calorie burgers...But they still have to taste great.
Q & A