Rev. 07.12.10 - CKE Restaurants Holdings, Inc.

Rev. 07.12.10
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Private & Confidential
This is not an offer to sell a franchise. An offer to sell a franchise can only be made by prospectus.
Information subject to change. See Franchise Disclosure Document for up to date information and full details.
© 2010 Carl Karcher Enterprises, Inc. © 2010 Hardee’s Food Systems, Inc. © 2010 CKE Restaurants, Inc. All Rights Reserved.
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AGENDA
CKE Restaurants
The Food is the Franchise®
Innovation is the Difference
Branding is the Key
Franchise Growth is the Future
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CKE Restaurants
Carl’s Jr.® Story
Founded in 1941 by Carl N. Karcher in
Anaheim, California
Using $311 that was borrowed on their
Plymouth automobile, Carl, and his wife
Margaret, purchased a hot dog cart
One cart grew to four, and in less than
five years, Carl's Drive-In Barbecue
opened with charbroiled hamburgers on
the menu
Today, Carl’s Jr.® has celebrated over
68 years as America’s premier QSR
burger brand, with a best-in-class menu
that clearly sets us apart from the
competition
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CKE Restaurants
Our Mission
At CKE Restaurants, we are in business to
provide a distinctive and clearly superior
level of satisfaction to our QSR guests and
stakeholders (customers, employees,
shareholders, franchisees and suppliers)
around the world.
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CKE Restaurants
CKE Restaurants Overview
America’s premier burger brand
Leading owner and operator of branded quick service restaurants
28.7% of the system is corporate owned
System-wide sales of $3.3 billion
Innovative, premium product strategy supported by:
– Strong restaurant fundamentals
– Cutting edge advertising
Tremendous growth potential worldwide
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CKE Restaurants
OVER 3,146 RESTAURANTS WORLDWIDE
FOUNDED BY CARL
KARCHER IN 1941
FOUNDED BY WILBUR
HARDEE IN 1961
OVER 1,223
RESTAURANTS
WORLDWIDE
ACQUIRED BY
CKE IN 1997
OVER 1,901
RESTAURANTS
WORLDWIDE
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CKE Restaurants
CKE Restaurants is a global company with strategic growth planned around the world.
Today, there are over 347 international Carl’s Jr.® and Hardee’s® restaurants.
Carl’s Jr.®
Mexico – 116 | American Samoa – 1 | Russia – 10 | Singapore & Malaysia – 12 | China – 2
Vietnam - 1 | Indonesia - 1
Hardee’s®
Middle East – 202 | Pakistan – 2
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AGENDA
CKE Restaurants
The Food is the Franchise®
Innovation is the Difference
Branding is the Key
Franchise Growth is the Future
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The Food is the Franchise®
THE FOOD IS THE FRANCHISE®
At Carl’s Jr.®, we have built a reputation as
America’s premium QSR burger brand,
with a best-in-class menu that clearly sets
us apart from the competition.
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The Food is the Franchise®
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The Food is the Franchise®
Menu Strategy
Focus on developing sit-down restaurant
quality menu items that still offer the
convenience of fast food.
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The Food is the Franchise®
Premium Quality Menu
Best-in-class across all product lines
Made-to-order menu
Big, juicy burgers
Award-winning 100% Black Angus Beef Six
Dollar Burger®
Whole muscle filet chicken sandwiches
Hand-Scooped Ice Cream Shakes & MaltsTM
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The Food is the Franchise®
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AGENDA
CKE Restaurants
The Food is the Franchise®
Innovation is the Difference
Branding is the Key
Franchise Growth is the Future
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Innovation is the Difference
Unique, Best-in-Class Service System
Partial table service
Made-to-order, premium menu
All-you-can-drink beverage bars
Unbeatable hospitality
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Innovation is the Difference
Innovative, Premium Products
Premium gourmet burgers
Craveable sauces and toppings: Portobello
Mushroom Six Dollar BurgerTM, Jalapeno
BurgerTM, Western Bacon Cheeseburger®
Meat as a condiment: Pastrami and Philly
CheesesteakTM Burgers
Hearty, abundant portions
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Innovation is the Difference
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AGENDA
CKE Restaurants
The Food is the Franchise®
Innovation is the Difference
Branding is the Key
Franchise Growth is the Future
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Branding is the Key
Carl’s Jr.® has built an edgy,
irreverent brand that
resonates with our primary
target audience young,
hungry burger enthusiasts
around the world.
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Branding is the Key
Brand Positioning Statement
For burger enthusiasts, Carl’s Jr.® is
the ultimate destination for great
tasting fast food burgers and other
menu items.
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Branding is the Key
Brand Strategy
Primary Target: Males 18 to 34
Brand personality: Youthful and
masculine with a clear edge, but not to
the point where it regularly alienates
other valuable consumer groups
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Branding is the Key
Carl’s Jr.® Advertising
Our personality defines as much as the taste and quality
of our food
It creates an emotional connection with our target and
demonstrate that we understand what they want
It’s what makes our ads and our brand stand out amidst
the competitive clutter
Without it, we lose our edge and begin to look and feel
like everyone else
Whether our commercials feature regular guys or wellknown celebrities such as Paris Hilton or the billionaire
Maloof Brothers, they show our unique attitude and
showcase our premium burgers
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Branding is the Key
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Branding is the Key
Digital Strategy
Push limits of digital media to
communicate the Carl’s Jr. brand
message and encourage interaction
with the brand
Partner with leaders in the digital
space to develop campaigns for fans
Stay ahead of innovation in the
digital space to interact with fans
where they spend their time online
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Branding is the Key
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Branding is the Key
International Advertising
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Branding is the Key
International Advertising Strategy
Use Carl’s Jr.’s edgy, irreverent
messaging and best-in-class
positioning as starting point
Build relationships with local
advertising agencies to develop
campaigns that appeal to local
markets
For initial brand introduction, develop
cost-effective print and guerrilla
campaigns
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Branding is the Key
Singapore Launch
Licensee launched three Carl’s Jr.® restaurants in Singapore during FY2006
Successful entry into market credited to hip, edgy print campaign targeted toward the
young, hungry Singaporean guy
Tagline “It’s Gonna Get Messy” uses innuendo to challenge this target demographic to
develop a relationship with the brand image while still communicating the craveability of
the premium quality hamburger menu
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Branding is the Key
Russia Launch
Carl’s Jr.® opened strongly in Russia
with an eye-catching print campaign
that targeted an audience of young,
hungry burger lovers.
The campaign promoted the delicious
flavor of Carl’s Jr.® burgers that comes
from being charbroiled over an open
flame.
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Branding is the Key
China Launch
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Branding is the Key
Pakistan Launch:
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AGENDA
CKE Restaurants
The Food is the Franchise®
Innovation is the Difference
Branding is the Key
Franchise Growth is the Future
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Franchise Growth is the Future
Global franchise development is a
key growth initiative for Carl’s Jr.®,
with strategic plans to bring
exceptional new franchisees into
the system and to help existing
franchisees grow.
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Franchise Growth is the Future
Franchised Focused Company
Brand Management and Leadership
Solid Base Of Company Restaurants
Focused on Bottom Line Profitability
Strong Relationship with Franchisees
Solid Track Record of Performance
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Franchise Growth is the Future
Typical Candidate Requirements
Access to suitable prime commercial real
estate
Experience in food distribution, procurement
or manufacturing
Experience in restaurant operations
Access to required capital
Ability/desire to operate as an independent
franchisee
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Franchise Growth is the Future
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Franchise Growth is the Future
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Franchise Growth is the Future
Next Steps
Application
Discovery Day
Pre-Qualification Review
Letter of Understanding
Local Market Visit
Franchise Agreement
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