It's Not Easy Being Green At Hardee's(r)

(Monday, November 20, 2006) - 'Young Hungry Guy' Target Makes Development of New Entree Salads, Like the Newly-Launched Southwest Chicken Salad, A Unique Challenge Back in early 2003 when the Hardee's
fast-food chain recommitted itself to a "Young Hungry Guy" target audience and
to big burgers, management didn't realize it was also making its life more
difficult in unexpected ways. For the chain that brought the world the
infamous 2/3-lb. Monster Thickburger(R) and such '"meat-as-a-condiment"
creations as the Philly Cheesesteak Thickburger(TM), finding a salad that its
customers wanted to buy has proved challenging. Today, Hardee's debuts a
salad that even its hard-core burger lovers will appreciate, the Southwest
Chicken Salad(TM).

(Photo: http://www.newscom.com/cgi-bin/prnh/20061120/CGM042 )

"We have tested many types of salads over the years at Hardee's in an
effort to offer our guests more choices, but few have worked," said Brad
Haley, executive vice president of marketing for Hardee's. "Our 'Young Hungry
Guy' customers aren't really into arugula, black beans and Mandarin oranges on
their salads. What they want is a lot of meat and a lot of flavor. That's
why, after numerous attempts, the first salad we found that would sell well in
our restaurants was the Red Burrito Taco Salad(TM) introduced last year. And,
we're following it up now with the Southwest Chicken Salad that comes with a
generous portion of crispy chicken breast strips and a spicy Santa Fe dressing
that gives the whole thing a nice kick. While we found the salad sold well
among young guys in our test market, women also liked it a lot because it
tastes great."

The Southwest Chicken Salad features a crispy tortilla shell "bowl" filled
with shredded lettuce and topped with crispy chicken breast strips, two red
onion rings, chopped white onions, chopped tomatoes, shredded cheddar cheese,
and a tangy Santa Fe dressing. Like the chain's charbroiled Thickburgers,
the Southwest Chicken Salad is not made until it's ordered so that it's always
fresh. Participating Hardee's restaurants will offer the Southwest Chicken
Salad at a suggested retail price of $3.99.

Hardee's Food Systems, Inc. is a wholly owned subsidiary of CKE
Restaurants, Inc. (NYSE: CKR) of Carpinteria, Calif. As of the second fiscal
quarter ended Aug. 14, 2006, CKE Restaurants, Inc., through its subsidiaries,
had a total of 3,131 franchised or company-owned restaurants in 43 states and
in 13 countries, including 1,072 Carl's Jr.(R) restaurants, 1,945 Hardee's
restaurants and 98 La Salsa Fresh Mexican Grill(R) restaurants. For more
information, or to find a Hardee's near you, go to http://www.ckr.com or
http://www.hardees.com .


Contact: Jeff Mochal Bob Rybarczyk
Hardee's Weber Shandwick
(314) 259-6277 (314) 552-6731
jmochal@ckr.com brybarczyk@webershandwick.com


SOURCE Hardee's

Jeff Mochal, Hardee's, +1-314-259-6277, jmochal@ckr.com , or Bob Rybarczyk,
Weber Shandwick, +1-314-552-6731, brybarczyk@webershandwick.com

http://www.hardees.com

View all Hardee's Press Releases

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