US burger joint creates a stir
Reviled for its raunchy TV ads but adored for its quality ‘‘thickburgers’’ and “hand-scooped shakes’’, Californian fast-food chain Carl’s Jr will open for business in the sleepy NSW coastal township of Bateau Bay tomorrow, in the first of an expected 300-outlet rollout of the quick-service restaurant group throughout Australia.
Carl’s Jr combines a swag of sexy advertisements featuring Heidi Klum, Paris Hilton and Kim Kardashian along with “signature 100 per cent Angus beef thickburgers’’ that are aimed at hungry 18- to 30-year-olds.
It claims to be growing by more than 13 per cent a year around the globe.
Combined with its sister group Hardee’s, Carl’s Jr sports more than 3600 restaurants globally compared with McDonald’s, the world’s largest quick-service restaurants, with more than 35,000 outlets.
Using slogans such as “more than just a piece of meat’’; “it’s gunna get messy’’; and “eat like you mean it’’, Carl’s Jr is looking for multi-unit Australian investors, preferring freestanding drive-through restaurants as they maximise revenues, rather than foodcourt-style restaurants.
But it may not be all smooth-sailing for the launch, with the chain producing a provocative TV commercial with Sydney’s Sutherland Shire lass Gemie Howe cavorting in a bikini.
Ned Lyerly, president international of CKE Restaurants, the owner of Carl’s Jr, admitted that a Carl’s Jr TV ad was recently banned in New Zealand, where the chain is fast expanding, adding that he likes to get noticed.
“That (banning) created excitement and news around the brand and product. If it increases consumers’ curiosity …”
The Bateau Bay restaurant opening signals the start of an agreement between Australia’s BKG Group, owner of BYO Cellars, and CKE, under which 10 new Carl’s Jr restaurants will open on the central, mid and northern NSW coasts.
Carl’s Jr restaurants will also open in Brisbane airport in July and at Hobart airport later this year under a separate franchise agreement.
Source: The Australian, Lisa Allen, 1st February 2016
