ST. LOUIS Hardee's is growing its premium hamburger line with the addition of the $4.49, 780-calorie Prime Rib Thickburger.
The new sandwich, which packs 48 grams of fat, features a third-pound black Angus beef patty topped with thinly sliced prime rib, horseradish sauce, Swiss cheese and grilled onions, all served on a ciabatta roll with a cup of au jus dipping sauce.
The Prime Rib Thickburger sells for $4.49 by itself or for $6.49 as part of a meal with fries and a drink. The sandwich also will be offered at Hardee's sister brand, Carl’s Jr., starting June 18, said Brad Haley, spokesman for parent company CKE Restaurants Inc. of Carpinteria, Calif. It will be available through the summer and could become a permanent menu item if sales are strong enough, Haley said.
Andrew Puzder, CKE’s president, said, “The way we sell quality is this is a burger you’d probably pay $15 to $20 for someplace else, and at Hardee’s you pay about $4.50.”
He added that the strategy behind the Thickburgers is aimed at Hardee’s and Carl’s Jr.’s primary demographic target of young men aged 18 to 34, who crave big, meaty sandwiches.
Among Hardee’s previous big-burger offerings are four sandwiches with more than 1,000 calories each, including its Monster Thickburger at 1,420 calories and 108 fat grams.
CKE Restaurants operates or franchises 1,926 Hardee's and 1,141 Carl's Jr. restaurants.