How Hardee's Shed Its Bikini-Centric Ad Strategy, and Cleverly Grew UpThe franchise is repositioning itself as forward-thinking.
This story appears in theJanuary 2018issue of狗万官方.Subscribe »
If the nameHardee'smakes you think about how the Thickburger is made with all-natural, high-quality beef -- and not Kate Upton cramming a burger in her gorgeous face -- then everything is going according to plan.
Related:5 Tips for Building a Strong Brand Identity
After moving on from its longtime bikini-centricad strategyin 2016, Hardee's is aggressively honing itsbrand identityas more forward-thinking, turning its focus from babes to burgers -- with a wink. Recent campaigns include pointed digs at competitors' menus (an ad spoofing a "Taco Randomizer") as well as at itself. One spot features a fictitious spokesperson, Carl Hardee, Sr., who announces the brand's intention to cut the smut, blaming the ads on his wayward son, Carl, Jr.Adweekapplauded, saying it "brilliantly flips the script." In October 2017, the company, whose current creative agency of record is72andSunny, confirmed it was putting its digital and creative work up for review.
Related:The 8 Laws of Branding
The year was also marked by a major C-suite reshuffle, with Whole Foods' Jeff Jenkins stepping in as CMO and Jason Marker replacing Andy Puzder as CEO. (Puzder was President Trump's first pick for Labor Secretary but withdrew his nomination.) "We are in the process of making significant organizational changes, focusing on talent,innovationand operational excellence in the restaurants," says Marker, who brings his experience serving as the former president of KFC. "Speed and everyday value will be critical elements of our continued growth."
Related:5 Affordable Franchises You Can Start for Less Than $10,000
The company hopes to entice new franchisees to open restaurants in the Midwest, Mid-Atlantic, Southeast and New England. Between July 2016 and July 2017, the company opened 66 new franchise restaurants in the U.S. A new incentive savings program, including a reduction in the initial franchisee fee and advertising and promotion obligation, is offered to those considering opening new restaurants by early 2019.
For more on franchises, check out 2018'smanbetx2.0客户端下载
