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Ooh La La! Hardee's French Maids Turn Customers On to New French Dip Thickburger

Jul 13, 2009

Flirty Street Team Will “French-ify” Hardee’s Fans in 11 U.S. Cities


ST. LOUIS – July 13, 2009 – Summer gets saucy this year with Hardee’s® introduction of the new French Dip Thickburger®. A perfect “pas de deux” of beef, the French Dip Thickburger is available at participating Hardee’s beginning today and is a meaty combination of a 100% Black Angus Beef Thickburger patty topped with thinly sliced roast beef and melting Swiss cheese served with a cup of au jus for dipping.


To celebrate this delicious new meat-on-meat creation, Hardee’s is sending four gorgeous French Maids (Sophie, Antoinette, Gabrielle and Isabelle) to cruise the country on segways. These beauties may not be the kind to make things perfectly clean, but they’ll definitely cook up some appetites.


“What do maids, toast, kisses and burgers all have in common? They’re all better when they’re French,” said Brad Haley, Hardee’s Executive Vice President of Marketing. “Our loyal fans not only love Hardee’s food, they enjoy the beautiful women who have starred in our commercials over the years. So, we decided to take it one step farther and send some French Maids across the country to help celebrate summer and the delicious French Dip Thickburger.”


The Hardee’s French Maid team will be feather dusting fans at a variety of concerts, sporting events and festivals in 11 markets in the South and Midwest including:


·         July 13-14 – St Louis, Mo.

·         July 17-19 – Greenville, S.C.

·         July 21-22 – Knoxville, Tenn.

·         July 24-26 – Indianapolis, Ind.

·         July 30 - August 1 – Charlotte, N.C.

·         August 3-6 – Myrtle Beach, S.C.

·         August 7-10 – Jacksonville, Fla.

·         August 13-16 – Nashville, Tenn.

·         August 18-19 – Columbus, Ga.

·         August 21-24 – Atlanta, Ga.

·         August 26-27 – Birmingham, Ala.

·         August 29 – St Louis, Mo.


“We Mesdemoiselles cannot wait to pull on our stockings and get a little dirty,” said Isabelle, Hardee’s French Maid Captain. “Zere are hungry messieurs all over zee country and we are going to French zem all with Hardee’s new crème de la crème of burgers…the French Dip Thickburger!”


About the “French Me” Tour

At the regional events, fans can have their photos taken with the French Maid team and then access those photos by entering a code from their personally French-kissed napkin at site will also provide a complete schedule, more background on the saucy French Maid ambassadors and details of the girls’ many adventures, from tailgating and firing up sports fans to hanging out with rock stars.  


Can’t make it to a “French Me” tour stop? Hardee’s fans can also keep up and connect with the ladies via their personal Twitter handle and Facebook page, and follow their video exploits on the French Me tab at the Hardee’s YouTube channel.    


And, now Hardee’s customers can do more than just eat French; they can actually speak French...and then use that accent to get a date with a new, creative mobile application developed by Los Angeles-based advertising agency 72andSunny. Via the Parisian Pick Up iPhone application, a user can select their favorite French mouth, pick a message (ranging from pick up lines and poetry to insults) and then deliver it with a swarthy French accent, or in perfect French with subtitles. The free application can also be used with the iTouch, will be available in the iTunes store the week of July 27th and will also feature a very unique French Dip Thickburger coupon that can be used in-store. Customers without an iPhone or iTouch can visit to find the Parisian Pick Up pluggin so they can also share the funny French sayings with friends by email or Facebook.   


The French Dip Thickburger is available at participating Hardee’s restaurants for $3.99 and is also available in a small combo for $5.99 including Natural Cut Fries and a beverage. Prices may vary by location.


About Hardee’s

Celebrating more than 45 years in the quick-service industry, Hardee’s Food Systems is a wholly owned subsidiary of CKE Restaurants, Inc. (NYSE: CKR) of Carpinteria, Calif. As of the end of its fiscal 2010 first quarter, CKE Restaurants, Inc., through its subsidiaries, had a total of 3,133 franchised, licensed or company-operated restaurants in 42 states and in 14 countries, including 1,205 Carl's Jr. restaurants and 1,915 Hardee's restaurants. For more information, or to find a Hardee’s near you, go to or