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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

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john koncki director product development optimization
Turkey Burgers

Carl’s Jr. & Hardee’s

John Koncki – Director, Product Development & Optimization

carl s jr hardee s
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
    • 18-34 year old males
  • Unapologetic about our big delicious burgers & other premium offerings
turkey burgers
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
marketing plan
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
sales
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
  • Brought in new guests, infrequent guests
    • Still appealed to our core of young, hungry guys
outcome
Outcome
  • 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.

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