What Would Happen If a Thickburger(R) Jumped into a Cold Swimming Pool? Shrinkage.

ST. LOUIS--(BUSINESS WIRE)--Not all burger lovers have big appetites but they all want big taste. So now, five years after Hardee’s first raised the quality bar for fast-food hamburgers with its revolutionary line of charbroiled, 1/3- and 2/3-lb., 100% Black Angus beef Thickburgers, the chain has created a reduced-size version of the popular items especially for smaller appetites. Starting today, Hardee’s is introducing Little Thickburgers for those who want a little less burger but aren’t willing to settle for lower quality value menu fare.

“Ever since we first introduced our signature line of Thickburgers in 2003, our research has consistently shown that people recognize and appreciate their superior taste and quality”

“Ever since we first introduced our signature line of Thickburgers in 2003, our research has consistently shown that people recognize and appreciate their superior taste and quality,” said Brad Haley, Hardee’s EVP of Marketing for Hardee’s restaurants. “The only complaint some people have ever had about our Thickburgers is that they were either too big or too expensive to order as much as they would like, particularly in this challenging economic environment. So, we created Little Thickburgers specifically for those people. Starting at just $1.99 and made with quarter pound, charbroiled, 100% Black Angus beef patties, Little Thickburgers may be smaller than the original Thickburgers, but they are definitely not small on taste.”

Weighing in at a robust quarter of a pound, Little Thickburgers are smaller than a regular 1/3-lb. Thickburger but, even so, they still rival the size of most other chains’ big burger offerings. Little Thickburgers are made with the same 100% Black Angus beef and topped with premium ingredients like fresh diced red onions, whole lettuce leaves, sliced tomato and dill pickles on a grilled, seeded bun, just like their popular big brothers.

An entertaining new advertising campaign illustrates the size difference between the classic 1/3-lb Thickburger and the new 1/4-lb. Little Thickburger in various humorous ways. In one ad, the Thickburger is described as a “Jock” while the Little Thickburger earns the “Jockey” title. In another, the Thickburger earns a Badonkadonk rating, while the Little Thickburger squeaks by with a Badinkadink. The ads were created by Los Angeles-based advertising agency, Mendelsohn|Zien, the masterminds behind many iconic Hardee’s ads including the memorable Paris Hilton commercial, “That’s Hot,” from 2005 and the Fake Restaurant campaign from earlier this year. To view the ads, visit http://www.mzad.com/demos/littlethickburgerads/.

Little Thickburgers are available in two versions: one fully loaded with cheese, produce and all the condiments and the other topped with cheese, diced onions, pickles, ketchup and mustard. The new burgers are available at all locations and start at just $1.99. Prices may vary.

About Hardee’s Food Systems, Inc.

Celebrating more than 45 years in the quick-service industry, Hardee's Food Systems, Inc. is a wholly owned subsidiary of CKE Restaurants, Inc. (NYSE: CKR) of Carpinteria, Calif. As of the second quarter ended September 8 2008, CKE Restaurants, Inc., through its subsidiaries, had a total of 3,100 franchised, licensed or company-operated restaurants in 42 states and in 14 countries, including 1,170 Carl’s Jr. restaurants and 1,917 Hardee’s restaurants. For more information, or to find a Hardee's near you, go to www.ckr.com or www.hardees.com.