Carl's Jr. & Hardee's Declare: "If Machines Can't Eat It, Machines Shouldn't Make It!"

Chains launch new Hand-Breaded Chicken Fillet Sandwich, freshly prepared by real people

CARPINTERIA, Calif. - June 23, 2011 - Carl's Jr.r and Hardee'sr restaurants, known for being industry leaders in innovative, premium-quality fast food, launched their newest menu item, the Hand-Breaded Chicken Fillet SandwichT. The sandwich, available now, is freshly prepared, battered and breaded by-hand in each and every restaurant throughout the day. It provides guests yet another sit-down restaurant quality lunch or dinner option at the chains' locations across the country.

"As expected, our customers have come to appreciate the fact that our Hand-Breaded Chicken Tenders taste so much better and fresher than the pre-cooked ones available at most fast-food restaurants," said Brad Haley, chief marketing officer for Carl's Jr. and Hardee's. "So, it was a natural step for us to start making our chicken breast sandwiches the very same way, and the result is incredible. Battered and breaded by hand, our new Hand-Breaded Chicken Fillet Sandwich is big, thick and juicy, and tastes just like you would make it at home.

Haley added, "If you notice a pattern here, it's because we have been trying to raise the food-quality levels in the fast food industry for a number of years now, and one of the main ways we do that at Carl's Jr. and Hardee's is by making food the old-fashioned way ? from our Hand-Scooped Ice Cream Shakes and MaltsT, to our Hand-Breaded Chicken TendersT, to Hardee's Made from Scratch Biscuitsr. There aren't even many sit-down restaurants that do that anymore. So, the Hand-Breaded Chicken Fillet Sandwich is certain to be a craveable new menu item in that fine tradition."

The Hand-Breaded Chicken Fillet Sandwich features a hand-breaded chicken breast fillet, dipped in a buttermilk and egg batter, dusted with seasoned flour and then fried to a golden perfection and topped with tomato, lettuce and mayonnaise on a seeded bun. It is available for $3.99 as an entrée or $6.49 as a combo with fries and a drink. Prices may vary.

To support the positioning "machines can't eat it, so machines shouldn't make it," the brands' ad agency, Los Angeles-based David & Goliath, created a humorous 30-second TV spot, titled "Robot," that depicts a dejected, life-size robot trying to indulge in a Hand-Breaded Chicken Fillet Sandwich without any luck because.he doesn't have a mouth. The ad can be viewed on both brands' YouTube channels ( and An additional 60-second commercial is also available online, which shows the robot destroying its apartment in frustration. Both spots were directed by Rocky Morton and include extensive special effects, lasers, pyrotechnics and more.

The robot was designed and created by Legacy Effects, a specialized robotic and creature design firm for films and commercials in Los Angeles. The robot was brought to life for the commercial through a combination of animatronics, specialized puppeteers, a robot-costumed actor, and of course, CGI special effects.

The "Robot" will also be appearing at participating Carl's Jr. and Hardee's restaurants, as a 6-foot-tall cardboard replica of the character will be on display for guests to check-out and take photos with.

In addition, the new Hand-Breaded Chicken Fillet Sandwich will be supported by a digital campaign that will be revealed later this month on the brands' YouTube, Facebook ( and and Twitter pages ( and Stay tuned to these channels for the latest information!

About CKE Restaurants Inc.
CKE Restaurants, Inc. is a privately held company headquartered in Carpinteria, Calif. As of the end of fiscal 2011, CKE, through its subsidiaries, had a total of 3,159 franchised, licensed or company-operated restaurants in 42 states and in 18 countries, including 1,249 Carl's Jr. restaurants and 1,899 Hardee's restaurants. For more information about CKE Restaurants, please visit, or the brand sites at or

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