CARPINTERIA Calif. Same-store sales rose 4.9 percent at Carl’s Jr. and 5.7 percent at Hardee’s for the four weeks ended July 14, with sales driven by higher-priced menu items, parent company CKE Restaurants Inc. said Tuesday.
The monthly results compared with year-ago same-store sales increases of 3.1 percent and 1.1 percent at Carl’s Jr. and Hardee’s, respectively.
Andrew Puzder, CKE president and chief executive, credited the sales bumps to each chain’s version of the Prime Rib Burger, which is the company’s highest-priced burger to date. CKE’s sister chains have focused on higher-quality and higher-priced items even in this economic downturn when many competitors have focused on price cutting and value menus.
“We believe these results support our belief that consumers still desire innovative, premium quality products even in a challenging economy,” Puzder said, “and that we can still redefine value perceptions in relation to sit-down restaurant fare rather than merely with low prices and inferior quality products.”
The latest advertising campaign for both chains focuses on consumers’ willingness to pay $14 or more for a variety of Carl’s Jr. Six Dollar Burgers and Hardee’s Thickburgers before they are told the menu items can be purchased for much less. CKE calls the campaign “Fake Restaurant.”
During the four weeks ended in July, Carl’s Jr. also promoted new Natural Cut French Fries, a Jalapeno Chicken Sandwich and Chili Cheese Fries. Hardee’s other promotions included the Red Burrito Taco Salad and Strawberry Biscuits.
CKE operates, licenses or franchises 1,162 Carl’s Jr. restaurants and 1,923 Hardee’s units.
