Hardee's Counters McDonald's Free Chicken Biscuit Promotion with a Challenge
May 21, 2008
"Chicken Biscuit Challenge" Offers Money-Back Guarantee
ST. LOUIS, Mo. – May 16, 2008 – The folks at Hardee's are pretty cocky about their Chicken Fillet Biscuit. Confidant enough to announce that they will give every customer who doesn't agree that their Chicken Fillet Biscuit is the best a full refund of the purchase price. The "Chicken Biscuit Challenge" runs until June 30 and was announced today in full-page newspaper ads throughout Hardee's markets.
"Hardee's was the first fast-food chain in America to offer Made From Scratch™ buttermilk biscuits way back in 1972 and we have been selling a Chicken Fillet Biscuit in all of our restaurants in the South for almost as long," said Brad Haley, EVP of Marketing for Hardee's. "So, when some ‘Johnny-Come-McLately' tries to tout the goodness of their much smaller chicken biscuit, we thought it was appropriate to let the consumer decide who makes the best one," Haley added. "We're confident that we won't be paying out on very many money-back guarantees because our Chicken Fillet Biscuits aren't just ‘Southern-style' like the other guy's, they are real Southern biscuits."
The Chicken Fillet Biscuit features a 4 oz. seasoned and buttermilk-battered chicken breast fillet served on a fresh, Made From Scratch buttermilk biscuit. It is sold at participating restaurants for $2.99 alone or $4.59 for a small combo with crispy hash rounds and a beverage. Prices may vary.
Hardee's Food Systems, Inc. is a wholly owned subsidiary of CKE Restaurants, Inc. (NYSE: CKR) of Carpinteria, Calif. As of its fiscal 2008 fourth quarter ended Jan. 28, 2008, CKE Restaurants, Inc., through its subsidiaries, had a total of 3,067 franchised, licensed or company-operated restaurants in 42 states and in 13 countries, including 1,141 Carl's Jr. restaurants and 1,926 Hardee's restaurants. For more information, or to find a Hardee's near you, go to www.ckr.com or www.hardees.com.