Hardee’s Regionalizes Breakfast LTOs

Filed under Advertising, breakfast, LTO, Pricing

Hardee’s knows how to keep busy. The burger chain this week revived its My Coke Rewards loyalty program and it’s riding the popularity of its new Hand-Breaded Chicken Fillet sandwich and the clever robot commercials backing it. Additionally, the chain’s parent company, CKE Inc., is celebrating its founding 70 years ago. 

But that still leaves room for a breakfast promotion…or two. The chain has a tandem of morning meal offers separated by geography. In the Southeast, participating Hardee’s stores are again promoting the Fried Bologna Biscuit (egg, cheese and Oscar Mayer bologna on a scratch-made biscuit). It’s priced at $2.19 alone or $3.89 in a small combo with beverage. 

In the Midwest, the breakfast special is a Double Loaded Omelet Biscuit (a double Loaded Omelet with crumbled sausage, bacon, ham and Cheddar cheese on a scratch-made biscuit). It’s priced at $2.89 alone or $4.59 in a combo. 

A Hardee’s spokesperson explains that the chain occasionally will “split products by region because we can cater more to regional tastes. Especially when they’ve performed well there in the past.” The Fried Bologna Biscuit did well in the Southeast when last on the menu. Both breakfast items get TV spots within the “Just the Way It Is” campaign.

According to CKE’s 10-K SEC filing, breakfast accounted for 48% of Hardee’s 2010 sales. Sister chain Carl’s Jr. has a limited breakfast menu. During the quarter ended June 29, 2011, Hardee’s same-store sales rose 9.6% while Carl’s Jr. saw a 2.1% increase.

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