Hardee’s: Down and Out

Published on Thursday, March 4, 2010, by James Norton / Edit Post

CKE, the owner of Hardee's and Carl's Jr., is going private after taking a beating in the marketplace. The always reliably observant Dan Mitchell, writing over at The Big Money, takes a look at the management attitudes that allowed Hardee's and Carl's Jr. to lose ground while selling hamburgers in a recession. He roundly pastes the company for its sophomoric ads, and limns the main failing of the company: the failure of not figuring out how to sell cheap food to the masses in an era when the masses are clamoring for cheap food. At any rate, about those ads:

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  • I love a good cheap burger, that actually tastes of beef, or some reasonable facsimile. Here in Myrtle Beach, we have no Carl's Jr.s, close by (a few, but too far to care).

    Lots'o'Hardees though (where good people go for good food...

    I have TRIED to like them. The Hardee's burger commercials have a different target audience that their breakfast commersials. But man, them burgers suck. They...+READ

    I love a good cheap burger, that actually tastes of beef, or some reasonable facsimile. Here in Myrtle Beach, we have no Carl's Jr.s, close by (a few, but too far to care).

    Lots'o'Hardees though (where good people go for good food...

    I have TRIED to like them. The Hardee's burger commercials have a different target audience that their breakfast commersials. But man, them burgers suck. They are too goopy, loads of "special sauce", and the meat has zero taste. I mean that literally, which is why I assume they put all the goop on the burgers, because the "beef" they use is of such abysmal quality. Yech... Never again.

    Funny triva, Hardees bought out Burger Chef years ago, and rebrabded them Hardees. Youngstown Ohio had a lot of Burger Chefs. Hardees gave it the old college try, but all their sites went T.U. after a few years. So, thankfully, no more Hardees in Youngstown! But unfortunately, no Burger Chefs. Probably just a lost childhood dream of a taste that never really existed, but I like to THINK I liked Burger Chef. I know I liked the "fixin's bar".-COLLAPSE

  • Are they selling food or sex?