CKE Chains' Campaign Goes After McDonald's Customers

Carl’s Jr. and Hardee’s are looking to win over some McDonald’s customers in the wake of the fast food chain's recent announcement that it’s discontinuing its Angus Third Pounders line in the U.S., due to record beef prices.

Andy Puzder, CEO of CKE Restaurants, parent of Carl’s Jr. and Hardee’s, has issued messages directly addressed to “angry, confused and frustrated” McDonald’s customers.

Puzder offers sympathy and a limited-time, $1 coupon for the two chains’ 100% Black Angus Six Dollar Burger (bringing the “much larger, much higher-quality” burger’s cost below that of McDonald’s’ discontinued Angus burger).

The coupon can be downloaded at



The “reclaim your Angus” offer is being conveyed in a video message from Puzder posted on the Carl’s Jr. and Hardee’s YouTube pages.

It was also trumpeted via large, open letter-format ads in USA Today and The Wall Street Journal.

In the video, Puzder says he empathizes with the unhappy former fans of McDonald’s Angus burger  -- showing actual tweets from such McD’s customers to further drive home the point, before pitching the Carl’s Jr./Hardee’s coupon offer.

“Nobody likes being deprived of something they enjoy, so if you’re wondering where the beef is, we have it, and we’d never deprive you of it,” he says.

The campaign was created with Los Angeles-based advertising and design agency 72andSunny.

Next story loading loading..