CKE Press Release
April 13, 2017
CARL’S JR. AND HARDEE’S PIONEER THE GREATEST AMERICAN BURGER YET: INTRODUCING THE BABY BACK RIB BURGERNew burger offering topped with real, boneless, baby back ribs is unveiled nationally this week on the Friday, April 14 episode of ABC-TV’s award-winning “Shark Tank”
FRANKLIN, Tenn.--(BUSINESS WIRE)--After welcoming back fictional founder “Carl Hardee Sr.,” and purging their past live on the internet last weekend, sister quick service restaurant (QSR) chains Carl’s Jr.? and Hardee’s? today announce their next and most epic food innovation: the Baby Back Rib Burger. The new offering, which is the first-ever QSR burger to feature real, boneless, baby back ribs, serves as the ultimate expression of the brands’ recently reclaimed identity as “Pioneers of the Great American Burger,” and will join their roster of other premium quality menu innovations such as: 100 percent Black Angus Thickburgers?, Made from Scratch? Biscuits, Hand-Breaded Chicken Tenders?, Hand-Scooped Ice Cream Shakes? and all-natural, charbroiled chicken breast fillets with no antibiotics ever.
Available at participating locations nationwide starting on April 26, the Baby Back Rib Burger features real, boneless, baby back ribs that are charbroiled and dipped in sweet and smoky Cattleman’s? Original BBQ Sauce. The ribs are then stacked on one of the chains’ famous, charbroiled beef patties, topped with crispy onion strings and pickles, and served on a premium, brioche-style bun.
“Recently, we set out to reclaim our rightful status as ‘Pioneers of the Great American Burger,’ so we had to show the world that we’re back with a burger that truly earned a place on that mantle,” said Brad Haley, chief marketing officer for Carl’s Jr. and Hardee’s. “We’ve pioneered many iconic burgers over the years, but no other chain has ever before put real, boneless, baby back ribs on a charbroiled burger and, with some crispy onion strings, pickles and BBQ sauce on it, it’s a combination that tastes amazing together. As you can imagine, it’s not easy to get real, boneless, baby back ribs, but our friends at ‘Shark Tank’ helped us out by investing in a start-up company that did just that.”
The Baby Back Rib Burger uses ribs officially and exclusively supplied by Bubba’s-Q? Boneless Ribs (“Bubba’s-Q”), an Ohio-based BBQ restaurant and online store owned and operated by former Detroit Lions’ football star Al “Bubba” Baker. The company drew national attention after appearing on a 2013 episode of ABC’s hit television program “Shark Tank,” when “Shark“ Daymond John made a deal with Bubba to invest in the brand.
“When I first started Bubba’s-Q, I never thought I’d become the official rib supplier for two of America’s most well-known fast food chains,” said Baker. “Back in the day, I was just happy to be bringing great ribs to the people of Avon, Ohio. Then, I was lucky enough to take our products nationwide with online orders and shipping thanks to Daymond. Now, my ribs are going to be part of the next ‘great American burger’ from Carl’s Jr. and Hardee’s? The opportunity is incredible.”
Baker and his ribs will be featured on “Shark Tank” on Friday, April 14 (9:00-10:00 p.m., ET) in the “Update” segment that highlights the success stories of some of the Emmy? Award-winning show’s entrepreneurs. The partnership between Bubba’s-Q, Carl’s Jr. and Hardee’s will be a main focus of the segment, and will include Baker and John visiting the company’s test kitchen to meet with Mike Murphy, president of Carl’s Jr. and Hardee’s, and Haley to talk about the partnership and give an exclusive first look at the new Baby Back Rib Burger.
"When I saw Bubba walk out onto that presentation stage all those years ago on ‘Shark Tank,’ I took an immediate interest. Ribs are one of my absolute favorite foods, and when I saw his business model, it made investing in his brand a no brainer," said John. “I get to wear two hats with Bubba, as I am his target audience and his business partner. Each gave me the opportunity to help find the best way for Bubba’s-Q to expand, and joining forces with the company behind the greatest burgers in America was an easy decision. The investment Carl's Jr. and Hardee’s made in Bubba's brand is an investment in entrepreneurs throughout the country where the customer wins by getting one of the most delicious hamburgers I have ever tasted."
Carl’s Jr. and Hardee’s will promote the Baby Back Rib Burger with a new ad campaign, titled, “Rib Joint,“ starring the company’s new spokes-character duo — faux-founder, “Carl Hardee Sr.” (Charles Esten) and his “son,” “Carl Hardee Jr.” (Drew Tarver) as they get a bright idea for the new burger with help from a couple of local BBQ experts. Developed by Los Angeles-, New York- and Amsterdam-based creative agency 72andSunny, the spot will begin airing on TV nationally on May 1, as well as on the chains’ YouTube channels.
The Baby Back Rib Burger is available as a single patty burger for $5.59, a double burger patty for $6.79 and as a 100 percent Black Angus beef, 1/3-lb. Thickburger for $6.79, all of which can be ordered as a combo meal with fries and a drink starting at $8.19. Prices may vary by location.
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 Franklin, TN. CKE is not a franchisor and conducts substantially all of its restaurant activities and operations through its subsidiaries. Carl’s Jr. Restaurants LLC and Hardee’s Restaurants LLC own, operate and franchise the Carl’s Jr., Hardee’s, Green Burrito? and Red Burrito? concepts. Carl’s Jr. and Hardee’s operate as one brand under two names, acknowledging the rich regional heritage of both banners. After recent international openings in Chile, Cambodia and Kenya, Carl’s Jr. Restaurants LLC and Hardee’s Restaurants LLC now have over 3,800 franchised or company-operated restaurants in 44 states and 40 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 and Hand-Breaded Chicken Tenders?, 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 94 percent franchised, with international restaurants representing 21 percent of the system. For more information about CKE, please visit www.birdhelpers.com or its brand sites at www.carlsjr.com and www.hardees.com.Contact:
On behalf of CKE Restaurants
Coast Public Relations
Kate Franklin, 818-606-9784