Turkey Burgers Carl’s Jr. & Hardee’s Turkey Burgers Carl’s Jr. & Hardee’s John Koncki – Director, Product Development & Optimization.

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Presentation transcript:

Turkey Burgers Carl’s Jr. & Hardee’s Turkey Burgers Carl’s Jr. & Hardee’s John Koncki – Director, Product Development & Optimization

Carl’s Jr. & Hardee’s Premium-quality, restaurant-style burgers Innovative menu items – 100% Black Angus burgers – Made From Scratch Biscuits – Hand-Breaded Chicken Tenders – Hand-Scooped Shakes & Malts Demographic: Young, hungry guys – year old males Unapologetic about our big delicious burgers & other premium offerings Premium-quality, restaurant-style burgers Innovative menu items – 100% Black Angus burgers – Made From Scratch Biscuits – Hand-Breaded Chicken Tenders – Hand-Scooped Shakes & Malts Demographic: Young, hungry guys – year old males Unapologetic about our big delicious burgers & other premium offerings

Turkey Burgers Advances in food technology – AdvancePierre Foods Six Dollar Burger Partnership with Men's Health magazine & Eat This, Not That! line of books – Similar demographic Created a line of Turkey Burgers – Each under 500 calories – Signature charbroiled flavor – Craveable with bold, premium toppings Advances in food technology – AdvancePierre Foods Six Dollar Burger Partnership with Men's Health magazine & Eat This, Not That! line of books – Similar demographic Created a line of Turkey Burgers – Each under 500 calories – Signature charbroiled flavor – Craveable with bold, premium toppings

Marketing Plan Miss Turkey commercial – Nothing sells a burger better than the real Miss Turkey in a bikini covered with pictures of turkey burgers – National media buy millions of views Standees in restaurants Raised awareness with digital campaign & social media PR media outreach Miss Turkey commercial – Nothing sells a burger better than the real Miss Turkey in a bikini covered with pictures of turkey burgers – National media buy millions of views Standees in restaurants Raised awareness with digital campaign & social media PR media outreach

Sales Turkey Burger Sales – Among the three top-selling product launches in brands’ history – Same-store sales increased following launch Q2 SSS +2% at Carl’s Jr., +2.5% at Hardee’s Q3 SSS +2% Carl’s Jr., +1.8% Hardee’s Turkey Burger Sales – Among the three top-selling product launches in brands’ history – Same-store sales increased following launch Q2 SSS +2% at Carl’s Jr., +2.5% at Hardee’s Q3 SSS +2% Carl’s Jr., +1.8% Hardee’s Brought in new guests, infrequent guests Brought in new guests, infrequent guests – Still appealed to our core of young, hungry guys

Outcome Offered healthier option, still craveable and delicious Turkey Burgers now a permanent menu line Line extension Offered healthier option, still craveable and delicious Turkey Burgers now a permanent menu line Line extension You can offer lean, lower calorie burgers... But they still have to taste great.