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Hardee's Introduces New Red Burrito Taco Salad

Dec 19, 2005

Hardee's Enters Entrée Salad Arena with Hot Offering

ST. LOUIS – December 19, 2005 – Famous for its line of high-quality, 100 percent Angus beef Thickburgers, Hardee's today announced the introduction of a new entrée salad good enough to join its menu, the Red Burrito Taco Salad. Similar to Thickburgers, the quality of the hearty new entrée salad is on par with those found in sit-down restaurants.

The Red Burrito Taco Salad features a fresh, crispy, bowl-shaped tortilla shell filled with seasoned ground beef, cheddar cheese, shredded lettuce, refried beans, sour cream, hot sauce and spicy pico de gallo salsa.

"This is a delicious entrée salad that satisfied our ongoing goal of rivaling the quality of sit-down restaurant food," said Brad Haley, executive vice president of marketing for Hardee's. "After testing several salad ideas at Hardee's, we found that our customers were looking for a hearty, warm entrée salad with a lot of flavor, and the Red Burrito Taco Salad filled the bill. The new menu item is actually the same one we are currently testing in several Hardee's restaurants that have been co-branded with the entire Red Burrito menu. While we developed the Red Burrito menu as a potential co-branding concept for Hardee's and it is still in the testing phase, we thought the Red Burrito name helped add authenticity to the product and, at the same time, helped raise awareness for the Red Burrito brand, which would be beneficial if we were to expand the co-branding effort in the future."