But fast forward to , and the brands once again joined advertising efforts for their "Feed Your Happy" ad campaign via Business Wire. Who knows what'll happen next? Hardee's and Carl's Jr. The merging of Carl's Jr. Fast Food. Wendy's is Now the No. Menu Price Inflation Breaks Records.
Customer Experience. Inside the Rise of the Game-Changing 'Chipotlane'. What Wellness Means Now for Restaurants. Fast Casual. Restaurant Operations. Drive Thru. My wife Hedy and I spent last week with our daughter and her family in rural North Carolina. It was blessedly quiet — except for the full-throated cicadas — but also hot. Ah, summer in the South. And vice-versa. John was raised in Huntington Beach.
It serves up one fine buttered biscuit! More on this Subject. If you remember anything about the burger twins' branding, you probably remember the half-decade when they made -- sometimes not-so-positive -- splashes in the advertising world by pairing their food with scantily clad models like Kate Upton and Paris Hilton NSFW, depending on where you work.
Obviously, there was backlash. Eventually, they backed away from the misogynistic-leaning ads. But anyone with a bare sense of marketing basics should realize, this type of advertising might not appeal to all types of consumers, and specifically turn some people off. This is important, as Carl's Jr and Hardee's have very different clientele.
Jenkins and his team have done extensive research into the kinds of people who frequent the individual brands. They listen to EDM. Hardee's fans are obsessed with college sports and country music. It's no surprise, given the regional separation between the brands, and it's enough to make a huge difference in how the brands are valued by their loyal customers. And it worked.
But right now we are at the point where we decided we need to separate the two in a way we've never really done before, in order to make each brand stronger. Simply put: the two brands that joined forces in the 90s in an effort to grow which, they certainly did, as neither brand has ever had a bigger presence in the fast food landscape , are now deliberately drifting apart, in an effort to continue growing.
And now, in , the two kids who moved in together in the late 90s are finally getting out of the house, ready to become themselves again.
The brands may be more alike than they are different, but, because their fans are so different, the cleaving of the chains seems to make more sense than ever.
Is it just a marketing ploy? But marketing is the main component of any brand identity. Does it really matter what you are, if people don't know about it? This is incredibly evident in the recently unveiled and very different marketing campaigns for each side.
Carl's Jr is embracing the borderline goofy mystique of being a destination for diners looking to shed dietary inhibitions, and delve into the guilty pleasures of fast food.
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