Hardee's Food Systems Inc. is a chain of American-based fast food restaurants operated by CKE Restaurants Holdings, Inc. ("CKE") with locations primarily in the South and Midwest of the United States. The company has evolved through several ownership of the company since its inception in 1960 in North Carolina.
In April 1997, CKE Restaurants Holdings, Inc., Carl's Jr.'s parent company, paid $ 327 million for Imasco Limited for Hardee based in Montreal. Mergers created a chain of 3,828 restaurants - 3,152 Hardee outlets in 40 states and 10 foreign countries and 676 Carl's Jr. outlets, mainly in California.
Video Hardee's
History
Hardy's founder Wilber Hardee opened his first restaurant in Greenville, North Carolina, on September 3, 1960. After a successful year, Wilber decided to expand his restaurant and open another location so he met James Gardner and Leonard Rawls to discuss it. Shortly thereafter, the first company store opened in Rocky Mount, North Carolina, in May 1961 by James Carson Gardner and Leonard Rawls at McDonald Street on North Street Street in Rocky Mount, known in the chain as number 1 building. That location is was destroyed in 2007 and replaced by a veteran park named Jack Laughery, former chairman of Hardee and a military veteran.
According to Wilber Hardee, Gardner and Rawls won the company's controlling stake from him in a poker game. Upon realizing that he lost control of his company name, Hardee sold the rest of his shares to them as well.
Rawls and Gardner sold their first franchise to a small group of old friends and acquaintances who formed their own company and from time to time, built hundreds of franchise locations. The Hardee Food System became public in 1963 with Rawls as president. Gardner, who was vice president, had political ambitions and left the company when he was elected to the United States House of Representatives in 1966.
The 1964 menu includes: hamburger-15 cents, cheeseburger-20 cents, fries-10 cents, apple cake-15 cents, milk-12 cents, coffee-10 cents, Coke, Pepsi, root beer and orange soda-15 cents and 10 sen, and milkshake (chocolate-strawberry-vanilla) -20 cents. Vibrating Strawberries are created from vanilla with the addition of berry syrup that must be mixed with spindles.
In the late 1960s, the company operated nearly 200 restaurants in the Midwest and Southwestern US, as well as its first international location in Germany. Around the same time, Hardee began expanding into mid-Atlantic states, especially Southeastern Pennsylvania, southern New Jersey, and Delaware. The expansion was made through franchisees Hardee Northern, Inc., a subsidiary of Acme Markets, a leading chain grocery store based in Philadelphia.
Hardee's bought Sandy in 1972 with the last of the restaurants converted to Hardee in 1979. During the mid-1970s, Hardee saw rapid chain growth and high profits on the strength of his two main sandwiches: "Big Twin" and "Big Deluxe". Another acquisition occurred in the late 1970s when Hardee bought a Utah-based burger chain, Dee's Drive-In.
Hardee's was purchased by Canadian company Imasco Limited in 1981. In 1982, General Foods sold Burger Chef to Imasco for $ 44 million. Imasco converts many locations to Hardee's restaurants and allows franchises and locations near existing Hardee locations to switch to other brands. The rest of the restaurant is not converted to a Hardee name or a new name and brand just closed off.
A new management team, in the early 1980s, tried to cut costs, change the signature burger recipe and eliminate the main menu item, Big Twin. The Big Deluxe continued to be offered throughout the 1990s.
For several years after acquiring Roy Rogers Restaurants fast food chain in the early 1990s, Hardee's booth sold the popular Roy Rogers Restaurant fried chicken recipe, hoping it could compete with Kentucky Fried Chicken. In addition to Roy Rogers, Hardee's also has Rax Roast Beef for a period of time and sells roast beef sandwiches to the entire Hardee system.
In April 1997, CKE Restaurants Holdings, Inc., Carl's Jr.'s parent company, bought Hardee's from Imasco for $ 327 million. Mergers created a chain of 3,828 restaurants - 3,152 Hardee outlets in 40 states and 10 foreign countries and 676 Carl's Jr stores primarily in California.
In 2001, Hardee's headquarters moved to St. Louis, Missouri. In 2005, Hardee's introduced Hand-Scooped Ice Cream Shakes & amp; Malts.
In September 2013, it was announced that Hardee would expand to the Northeastern United States. In April 2015, Hardee announced the opening of the 300th restaurant in the Middle East with the old franchisee, The Americana Group.
In 2015, Nation's Restaurant News placed Hardee's as the No. 1 food service chain. 28 with sales in the United States until 2011. Carl's Jr. ranked No. 37. The combined sales will be ranked second in No. 15. In 2013, QSR registered Hardee in No. 20 and Carl's Jr. at No. 24; if combined they will be listed in No. 14.
In July 2015, Hardee announced that it would offer The All-Natural Burger, which was launched at Carl Jr.'s restaurants. in December 2014.
In March 2016, CKE had a total of 3,664 franchised restaurants or those operated by companies in 44 states and 37 foreign countries and US territories.
Maps Hardee's
Controversies, disputes, and legal issues
Burger Chef's copyright dispute
In January 2007, Hardee's had challenges posed against it with the US Patent and Trademark Office by River West Brands, LLC of Chicago for the use of the trademark and the Burger Chef. Shortly thereafter, Hardee reissued the Big Shef Chef Burger sandwich in Terre Haute, Indiana, as a trial offering and then in an additional Indiana market and Dayton, Ohio for a limited time. The redistribution of Big Shef has also used the Burger Chef's name and logo in the advertisements in the market where it's offered, and is claimed to give Burger Chef fans with their Big Shef "fix". On April 16, 2009, River West Brands dropped his petition for cancellation and both sides agreed to pay their own attorneys' fees. Harvey's controversy
Due to a trademark dispute with the Harvey burger chain in Canada, the Hardee brand name can not be used in that country. In contrast, CKE Restaurants operates exclusively under the banner of Carl's Jr.
Ads
Hardee's new logo was launched in 2006 featuring script letters and retaining the Happy Star icon, which brings together more Hardee and Carl's Jr brands. Hardee's also marketed the Super Bowl special celebration pin in the early 1990s.
In January 2015, Carl's Jr. released an online ad featuring Charlotte McKinney model that advertises the new All Natural Burger for regional broadcasting during Super Bowl XLIX. The ad featured McKinney running around the farmer's market, implying that she was "natural" and using double entenders to show that she was naked with strategically placed items in the market until it revealed McKinney in a All Natural Burger bikini meal. Critics point out that advertising "regulates feminism back four decades," while others, including McKinney's elderly grandfather, enjoy advertising. This ad now features a Hardee cobranding, as All Natural Burger is now offered by Hardee's. As of March 2016, ads have received more than 4.5 billion media impressions worldwide and over 12 million views on the chain's YouTube channel.
Criticism
Some Hardee advertising campaigns in the 2000s have been criticized by groups including the Parental Television Council because of their sexually suggestive nature. A campaign titled "More Than a Piece of Meat" featured a scantily clad woman who appeared to receive sexual satisfaction from consuming Hardee products, and "Our Hole Names" - ad campaigns and websites that promote Hardee's Biscuit Holes.
Campaign Carl Hardee Sr.
In March 2017, Hardee began to move away from sexual ads with the release of an ad featuring a white bearded character played by Charles Esten as "Carl Hardee Sr." who has returned to the office (greatly pleasing the employees) to find his son (Drew Tarver), a.k.a. "Carl Jr." which focuses on the sex appeal of its food. The ad marked a turning point in CKE advertising, as the company wanted to shift away from its provocative ads and focus more on food and as a competitor to Five Guys, Steak 'n Shakes, and In-N-Out Burger. "Carl Hardee Sr." also expected to be a new company spokesperson.
Taste Like America
In April 2018, Hardee started their new campaign Tastes Like America with music by Big Wet. For this campaign, Hardee restored his 1976 logo, now in white; however, Happy Star still appears, replacing the letter A in "Tastes".
International franchise
Most of the other international Hardee franchises are located in countries in the Middle East and Pakistan, most owned and operated by Americana Group. The Americana Group opened its first Hardee restaurant in the Middle East in Kuwait in June 1980. By 2016, there are more than 300 Hardee restaurants throughout Latin America, Asia and the Middle East, particularly in Bahrain, Curação, Egypt, El Salvador, Guatemala, Hong Kong, Iraq, Jamaica, Jordan, Kazakhstan, Kuwait, Lebanon, Oman, Pakistan, Qatar, Saudi Arabia, South Korea, Taiwan and United Arab Emirates. In particular, in the Middle East, the Hardee menu does not include pork items and any Halal certified beef due to religious and cultural beliefs. The same menu is offered at the Hardee location in Pakistan. Hardee currently has ten locations in Pakistan, with four in Lahore, two in Islamabad and one each in Karachi, Faisalabad, Rawalpindi, Peshawar and Multan.
See also
- Jack Laughery
- Carl's Jr.
References
- History, franchise promotional material, on display at Hardee's lobby, Chipley, Florida, as of December 27, 2006. Allen Displays option marking, dated December 29, 1964.
External links
- Official website
- The official website of Saudi Arabia
Source of the article : Wikipedia
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