CKE Restaurants has named Blake Devillier president of Carl’s Jr. USA as part of an initiative to separate the brand identity of that chain and sister concept Hardee’s.
Chris Bode was named brand president for Hardee’s last fall. Mike Woida continues to head up overseas development as international president.
Devillier most recently was senior vice president of field operations for Taco Bell, and before that he spent more than 25 years at Gap Inc., working with Banana Republic, Gap, and Old Navy.
Devillier’s and Bode’s appointments are part of an initiative to separate the two chains’ brand identities, allowing Carl’s Jr. to be a more quirky brand with somewhat off-the-wall humor appropriate for its presence primarily in the Western states, while Hardee’s, which is mostly in the Midwest and South, can have more of an identity around freshness and scratch cooking.
The two brands have been part of the same company since Carl’s Jr. bought Hardee’s in 1997, and over the years, under different management, have alternately been combined under the same marketing umbrella and with similar menus, and then separated with different messaging and some different menu items.
"For years, Carl's Jr. has been synonymous with satisfying hunger for big, bold burgers with craveable flavors,” Devillier said in a press release announcing his appointment. “I'm excited to leverage my experience to lead our teams and drive innovative strategies that will propel Carl's Jr. to even greater heights."
CKE CEO Max Wetzel praised the presidents for their years of experience and leadership skills.
"I'm thrilled to have such exceptional leaders at the helm of our business. Their proven track records and strategic vision will be instrumental in unlocking the full potential of our brands,” he said in the release. “With a focus on dedicated brand growth plans and the leverage of CKE's global infrastructure, we're poised to achieve transformative results."
There are more than 1,000 Carl’s restaurants and 1,600 Hardee’s worldwide.
Contact Bret Thorn at [email protected]