Tip Your 10-Gallon Hat to Hardee’s Newest Burger

ST. LOUIS  (Restaurant News Release)  How can you tell if you’re looking at a real Texan? Some say it’s the cowboy hat, others say the boots, but the real way is the buns. To honor this Texas tradition, Hardee’s® is introducing the authentic Texas Toast Bacon Cheese Thickburger®, which features two thick pieces of grilled Texas Toast in place of the ubiquitous hamburger bun. And, in addition to introducing the new southern sandwich, Hardee’s is also introducing a new southern spokesperson – fashion and Sports Illustrated® swimsuit model Julie Henderson of Houston, Texas. The commercial featuring Henderson will begin airing in Hardee’s markets on September 29, 2010.

“Texas is the definition of ‘all-American’ and our new Texas Toast Bacon Cheese Thickburger is a great all-American burger,” said Brad Haley, Hardee’s executive vice president of marketing. “With thick, grilled Texas toast, tangy BBQ sauce, bacon, American cheese and a charbroiled, 100% Black Angus beef patty, it’s pretty hard to turn down, y’all.”

The spot was created by Hardee’s longtime advertising agency Mendelsohn|Zien. The ad was also directed by Chris Applebaum, the same director who brought Paris Hilton and Padma Lakshmi to the small screen in their famous burger commercials. The ads and behind-the-scenes footage will be available for viewing on the Hardee’s YouTube channel. Additionally, beginning October 5, fans will have a chance to win an autographed picture of Julie which will be one of the prizes on The Wheel of Awesome™ application at the brand’s Facebook page. Followers of the Hardee’s Twitter stream will also have the chance to win the coveted photo.

The Texas Toast Bacon Cheese Thickburger features a charbroiled 100% Black Angus beef patty, crispy bacon, melted American cheese, red onions, tomato, lettuce and Sweet Baby Ray’s® BBQ Sauce all piled between two slices of thick, grilled Texas Toast. In true Texas fashion, it is available at Hardee’s in 1/4-, 1/3-, and 1/2-pound sizes, with a starting price of $2.79, or $4.79 for a small combo with Natural Cut Fries and a beverage. Prices may vary by location.

About Hardee’s

Celebrating 50 years in the quick-service industry, Hardee’s Food Systems is a wholly owned subsidiary of CKE Restaurants, Inc. of Carpinteria, Calif. As of the end of the second quarter of fiscal 2011, CKE Restaurants, Inc., through its subsidiaries, had a total of 3,149 franchised, licensed or company-operated restaurants in 42 states and in 18 countries, including 1,239 Carl’s Jr.® restaurants and 1,898 Hardee’s® restaurants. For more information, or to find a Hardee’s near you, go to www.ckr.com or www.hardees.com. Hardee’s social media sites include www.facebook.com/hardees, www.twitter.com/hardees and www.youtube.com/hardees.