CARPINTERIA Calif. In the struggle to distinguish one quick-service breakfast menu from another, Carl’s Jr. is shifting its focus to heft. The regional burger chain said it is repositioning its morning line-up to stress the size of the items, starting with the rollout of a new offering called the Monster Breakfast Sandwich.
The sandwich consists of two eggs, two strips of bacon, a sausage patty and American and Swiss cheeses, served between slices of sourdough bread. It sells for about $2.89 a la carte, or $4.49 as part of a combo meal.
The introduction of the Monster is part of an effort to reposition Carl’s whole breakfast line, according to chain officials. The new tagline for the array is, “Breakfast as big as our burgers.”
“As we looked for compelling ways to make [the] Carl’s Jr. breakfast menu stand out from the crowd, our consumer research revealed that many people felt that typical fast-food breakfast items really didn’t fill them up, so much so that they often ordered two sandwiches at a time,” said Brad Haley, the chain’s executive vice president of marketing.
In announcing the new Monster, Carl’s Jr. noted that its morning menu already features “several hefty breakfast burritos,” including the Steak and Egg. Also on the listing is the Breakfast Burger, which features egg, bacon, cheese and hash browns piled atop a burger patty.
Carl’s Jr. operates or franchises 1,162 restaurants. The brand is owned by CKE Restaurants Inc., which is also based here. CKE is also the parent of the Hardee’s burger concept.