INTERNATIONAL BRAND BOOK - Carl's Jr. · PDF fileINTERNATIONAL BRAND BOOK ... CKE’s...

INTERNATIONAL BRAND BOOK

®

I. INTRODUCTION

II. HISTORY A. BACK IN 1941… B. TIMELINE

III. BRAND PROFILE & POSITIONING A. CORPORATE OVERVIEW B. INTERNATIONAL RESTAURANT COUNTS C. MENU STRATEGY

IV. CONSUMER ADVERTISING & MARKETING STRATEGY A. EDGY TV COMMERCIALS B. SOCIAL MEDIA PLATFORMS

V. BRAND BOOK

VI. NEW MARKETS & EXPANSION STRATEGY

VII. PUBLIC RELATIONS ASSETS A. PRESS RELEASE SAMPLES B. PR ASSETS & FRANCHISE INFORMATION LINKS

VIII. LEADERSHIP & CONTACTS

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At CKE Restaurants, the home of Carl’s Jr., the Food is the Franchise®. With best-in-class menus that consistently out-deliver the competition, Carl’s Jr. is growing and seeking an elite group of candidates to develop and operate exclusive franchise territories throughout the U.S. and around the world.

The Carl’s Jr. menu is designed to give fast food customers what they want: bigger, better burgers. This menu features our signature line of 100% Black Angus beef burgers called the Thickburger® line. These premium burgers are deliciously complemented by a line of Hand-Scooped Ice Cream Shakes & Malts™. Our menu also includes delicious, Hand-Breaded Chicken Tenders™ and Made from Scratch Biscuits. Carl’s Jr. can be dual-branded with Green Burrito®, adding a Mexican-style menu to broaden appeal and increase transactions.

INTRODUCTION

AT CARL’S JR., OUR BEST-IN-CLASS MENU

ITEMS OUT-DELIVER THE COMPETITION

WE BELIEVE IN MAKING THE ABSOLUTE BEST-TASTING

AND MOST PREMIUM FAST FOOD THERE IS

INTRODUCTION

INNOVATION IS THE DIFFERENCECKE’s innovative menu strategy is focused on developing premium, sit-down restaurant-quality menu items that offer the convenience and value of fast food. With significant enhancements to the customer experience such as partial table service, Carl’s Jr. provides a quick-service experience – SuperStar Service® – that consistently matches the menu quality.

FRANCHISE GROWTH IS THE FUTUREFranchise growth is the future of the Carl’s Jr. brand. Franchisees play a major role in the success of the brand concepts, and CKE Restaurants believes in maintaining strong business relationships with their franchisees, listening to their ideas and offering outstanding support. CKE Restaurants is dedicated to helping franchisees build their business for sustainable, long-term growth. To this end, the strategy and core positioning of the Carl’s Jr. brand are oriented to building top-line sales that support franchise profitability via best-in-class products, service and marketing.

With best-in-class menus, innovative systems and outstanding brand recognition, Carl’s Jr. is poised for sustained growth around the world.

WHAT BEGAN AS ALONE HOT DOG CART IN

LOS ANGELES, CALIFORNIA IN 1941 IS TODAY A WHOLLY

OWNED SUBSIDIARY OFCKE RESTAURANTS, INC.

Established over 70 years ago in California, Carl’s Jr. has a longstanding history of serving premium quality hamburgers, and is known as the true representative of the “authentic American hamburger.”

Back in 1941, using nothing more than a hot dog cart, a young Carl N. Karcher and his wife Margaret launched the now legendaryCarl’s Jr. brand.

On his first day in the fast-food business, Carl N. Karcher took in $14.75. In fiscal year 2012, his namesake CKE Restaurants Holdings, Inc. (“CKE”) earned revenues of approximately $1.3 billion. The story of CKE Restaurants, and its flagship Carl’s Jr. restaurant chain, is the quintessential American success story. What began as one man’s entrepreneurial venture in 1941 has evolved into one of the most powerful entities in the quick-service restaurant industry.

Concentrated primarily on the West Coast of the United States, today there are almost 1,500 Carl’s Jr. restaurants worldwide. CKE Restaurants Holdings, Inc. has successfully grown to become one of America’s premier restaurant operators. With an increasing presence in the Americas, Asia and the Middle East, our restaurants are also shining brightly in overseas markets.

Carl’s Jr. continues to grow with an emphasis on premium quality food, outstanding guest service and innovations such as partial table service and all-you-can-drink beverage bars.

HISTORYBack in 1941...

THE ENTRY OF CARL’S JR. INTO THESE MARKETS IS PART OF A STRATEGIC PLAN TO ACCELERATE FRANCHISE DEVELOPMENT INTERNATIONALLY AND GROW THE SYSTEM AS A WHOLE.

Young married couple Margaret and Carl Karcher spend their savings to buy a hot dog cart

Business blossoms and a southern California quick-service legend is born: Carl’s Jr. opens for business (so named because they’re smaller than the Drive-In)

Carl’s Jr. begins its commitment to a quality dining experience by becoming the first among quick-service restaurants to offer table service and plush, carpeted dining rooms with music

Founder Carl N. Karcher opens corporate headquarters in Anaheim, California and by 1977 employs over 5,000 people in his restaurants

Carl’s Jr. introduces the Charbroiled BBQ Chicken sandwich

Carl’s Jr. begins edgy, irreverent advertising campaign

Carl’s Jr. opens in Singapore, Malaysia, China, Vietnam, Indonesia, Russia and American Samoa

Carl’s Jr. opens its first restaurants in Turkey, Canada, Panama, Ecuador, New Zealand and Costa Rica

Opened in Thailand, Brazil and Dominican Republic.

Introduces Fresh Baked Buns, an industry first!

Roark Capital acquires CKE Restaurant Holdings, Inc. from Apollo Management

Carl’s Jr. introduces the first All-Natural Burger

Opened new markets including Colombia, Guatemala, Honduras and India and will open in Japan and Australia by end of year.

1940s

1950s

1960s

1970s

1980s

1990s

2000s

2011

2012

2013

2015

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HISTORYTimeline

WE BELIEVE IN BIG, FAT, JUICES-RUNNING-DOWN-YOUR-ARM, KIND OF BURGERS.

CKE Restaurants Holdings, Inc. (CKE), through its subsidiaries, franchisees and licensees, operates some of the most popular U.S. regional brands in quick-service and fast-casual dining, including the Carl’s Jr., Hardee’s, Green Burrito andRed Burrito restaurant brands. CKE is headquartered in Carpinteria, California.

The CKE system, through those subsidiaries, has over 3,500 franchised or company-operated restaurants in 44 American states and in 36 countries.

The brand continues its innovation and growth with an emphasis on quality, service and cleanliness, pioneering concepts such as partial table service and self-serve beverage bars. It makes a difference.

The Carl’s Jr. Difference• Franchise-friendly brand• Best-in-class menus that consistently out-deliver

the competition• Cutting-edge advertising resonates with young,

hungry eaters and burger lovers• Outstanding brand recognition among QSR

competitive set• Multiple day parts capture breakfast, lunch,

dinner and snack-time sales• Compelling unit economics and profitability ratios• Industry-leading training and support systems

assist franchisees before and after store opening• Personalized marketing support for local store

and regional strategies• Franchise financing initiatives targeted to foster

new restaurant growth• Franchise-focused Executive Management team

BRAND PROFILE & POSITIONINGCorporate Overview

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FRANCHISE GROWTH

IS THE FUTURE

Currently CKE Restaurants operates over 650 international units for both the Carl’s Jr. and Hardee’s brands, which represent approximately 18% of the system. CKE has strategic plans to bring its international presence up to 20% of the CKE Restaurants system by 2016.

We are actively targeting franchise development in Asia, Latin America, Eastern Europe, The Middle East, Canada and Australia

EXISTING MARKETSFY09

NEAR-TERM MARKETS

NEW MARKETSFY10 – FY16

American Samoa Bahrain Egypt Jordan Kuwait Lebanon Malaysia Mexico Oman

AustraliaBangladeshJapanCambodiaKenyaNigeria PhilippinesTunisiaYemen

The BahamasBrazil Canada ChinaColombiaCosta RicaDenmarkDominican Re-public Ecuador

Qatar RussiaSaudi Arabia Singapore UAE

GuatemalaHondurasIndiaIndonesia IraqKazakhstan New Zealand Pakistan PanamaPuerto Rico

Thailand Turkey Vietnam

BRAND PROFILE & POSITIONINGInternational Restaurant Counts

INNOVATION IS THE DIFFERENCEOur innovative menu strategy is focused on developing premium, sit-down restaurant-quality menu items that offer the convenience and value of fast food. With significant enhancements to the customer experience such as partial table service, Carl’s Jr. provides a quick-service experience - SuperStar Service - that consistently matches our menu quality. We were the first to lock the flavor into our juicy, delicious Premium Burgers and Chicken Sandwiches by charbroiling over an open flame.

BRAND PROFILE & POSITIONINGMenu Strategy

More than any other QSR, Carl’s Jr. is recognized for our big, premium products, centered on our wide variety of fresh, big and delicious charbroiled burgers that lead the industry in taste, quality and innovation. Carl’s Jr. significantly leads the competition in:

BIGGEST BURGERS

WIDEST VARIETY OF BURGERS

MOST UNIQUE BURGERS

JUICY & DELICIOUS BURGERS

All Carl’s Jr. hamburgers are made with 100% Pure Beef and are charbroiled, cooked on an open flame, sealing in the flavorful charbroiled tastes and delivering juicier hamburgers. All products are made-to-order, with the highest, premium quality ingredients, delivering the freshest, best tasting products imaginable. That is why Carl’s Jr. is known as the ultimate destination for burger enthusiasts who crave big, unique, delicious burgers and other sandwiches.

Signature products include our line of Black Angus beef burgers, Hand-Breaded Chicken Tenders™, and Hand-Scooped Ice Cream Shakes & Malts™ made with real ice cream. Delicious breakfast offerings include customer favorites, the Breakfast Burger and the Loaded Breakfast Burrito.

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THE FOOD IS THE FRANCHISEAND WE HAVE THE MENU TO PROVE IT

Our marketing strategy has always been as innovative and focused as our business strategy, resulting in some of the strongest and most recognized brands in the industry. Our cutting edge TV ads are humorous, provocative and, most importantly, make people hungry for our delicious food.

The primary target market for Carl’s Jr. products is young, hungry guys, but advertising must be motivating to other key demographics including men over 34 and women.

Carl’s Jr. is a premium brand with premium products…we are not all things to all people but a brand that consumers aspire or “graduate” to. Our advertising must be edgy and cut through the clutter, reaching our target audience more effectively.

Whether our commercials feature regular guys or well-known celebrities such as Paris Hilton or Sports Illustrated cover girl, Kate Upton, they show our unique attitude and showcase our premium burgers.

CONSUMER ADVERTISING & MARKETING STRATEGYEdgy TV Commercials

CARL’S JR. HAS BUILT A LARGE FOLLOWING IN SOCIAL MEDIA TO CONNECT WITH OUR FANS WHERE THEY SPEND THEIR TIME ONLINE.

CONSUMER ADVERTISING & MARKETING STRATEGYSocial Media Platforms

INTERNATIONAL FACEBOOK FANS

5,680,864TWITTER FOLLOWERS

175,109YOUTUBE

29 MILLION+ VIEWS

Our Digital and Social Media Strategy is to:▪ Push the limits of digital media to communicate the Carl’s Jr. brand message and encourage interaction▪ Partner with leaders in the digital space to develop campaigns for Carl’s Jr. fans▪ Stay ahead of innovation in the digital space to interact with fans where they spend their time online

BRAND BOOK

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THE FOLLOWING BRAND BOOK ILLUSTRATESHOW WE COMMUNICATE BRAND STRATEGY

BRAND BOOK

FEED YOUNG, HUNGRYGUYS WHAT THEY’REHUNGRY FOR.

YHG’S=YOUNG, HUNGRY GUYS

OUR APPROACH

OUR APPROACH

BRAND BOOK

1. MAKE PEOPLE HUNGRY

2. REINFORCE BRAND EQUITIES THAT WORK

3. MAKE WAVES IN CULTURE

4. CONNECT WITH YHG’S BY LIVING OUR UNIQUE VALUES

MAKE PEOPLE HUNGRY

BRAND BOOK

The way the food looks, sounds, is presented and is eaten is extremely important and ownable. Making people hungry is our goal.

That means our audience needs to hear every bite. See every burger up close and personal. Watch every drip. It’s what makes us different and we need to embrace, and evolve, this every chance we get.

BRAND EQUITIES

BRAND BOOK

Our men are men that women like to see and who other men respect. Guys who can actually eat a big, juicy burger, chicken sandwich or loaded biscuit. Guys who could never be in the competition’s ads.

The women we cast make you stop and rewind your DVR five times to watch them enjoy our products. Women who crave our food as much as we crave watching them indulge in it.

TALENT

BRAND EQUITIES

BRAND BOOK

The voice of our brand is distinctly ours, with an attitude to how he speaks that shows he is confident and a leader instead of a voice that could be on the next minivan commercial.

VOICEOVER TALENT

BRAND EQUITIES

BRAND BOOK

Show our food in the best possible light.

Show everything that goes into, and falls out of, our products in sharp focus with perfect imperfections that make our food look real yet heroic.

TV END TREATMENT

MAKE WAVES

BRAND BOOK

• Keep people talking about the brand

• Drive earned media that culturally amplifies our spend

• Whether it’s positive or negative talk, any talk is better than cultural silence

CONNECT WITH YHG’S

BRAND BOOK

Society’s asking YHG’s to be more considerate and less instinctual — to continually deny their primal desires.

HEALTH EAT SMALLER, BETTER, LESS

HOME MAKE THE BREAD AND DINNER

WORK SHIFT FROM BRAWN TO BRAIN

SEXUALITYFROM BEEFY TO BOTOX

CULTURETHE WUSS, NERD AND WIMP ARE

THE NEW HEROES

OUR UNIQUE VALUES

BRAND BOOK

IRREVERENTWe’re the only QSR brand with the balls to be different.

INSTINCTUALThe gut is our compass.

ALWAYS ALPHAWe lead with swagger and presence. Playing in the same sandbox as the competition is a map to mediocrity.

NO BULLSHITStraightforward, simple and unfiltered.

UNAPOLOGETIC100% conviction with zero hesitation.

PREMIUMIt’s not bragging if we know we’re the best.

OUR TAGLINE

BRAND BOOK

Eat Like You Mean It...puts our food back at the center of our communications and most importantly, helps to make people hungry again. It is intended to shift people’s thinking from fast food as a “gut-fill” to fast food as great-tasting, enjoyable food, which plays to our strengths. We are challenging people to demand the best: the best beef, the best chicken, the best biscuits and the best milkshakes. We want them to start eating with pride again— in other words, eat like they mean it.

NEW MARKETS & EXPANSION STRATEGY

CKE is in the middle of a value-enhancing international expansion effort in which the company plans to double its international presence to more than 800 restaurants in the next five years. The company is partnering with top tier franchise prospects that have the financial, operational, and industry experience to take advantage of our world class franchise offering. The company is focusing on markets that are attractive from a consumer and macro-economic perspective as well as markets that have sizable or rapidly growing quick-service restaurant industry segments.

BECOME PART OF OUR WORLDCLASS FRANCHISE OFFERING.

Vejle, DenmarkMonterrey, Mexico Jakarta, Indonesia

Metro City, China

“WE ARE HONORED TO BE REPRESENTING AN ICONIC BRAND LIKE CARL’S JR.”

For further information please contact: Kathleen BushCKE Restaurants Holdings, [email protected]

Neil AmerenoIMC Holdings [email protected]+55-11-3041-9503

PUBLIC RELATIONS ASSETSPress Release Samples

its edgy, award-winning marketing approach, and its popularity can be gauged by the millions of YouTube views that its advertisements capture.

For more information, please visit www.carlsjr.in; Carl’s Jr. India social media sites include https://www.facebook.com/CarlsJrIndia and https://twitter.com/carlsjrindia.

About CKE Restaurants Holdings, Inc.CKE Restaurants Holdings, Inc. (“CKE”) is a privately held company headquartered in Carpinteria, Calif. Through its subsidiaries, CKE owns and licenses Carl’s Jr.® and Hardee’s® quick-service restaurants. CKE operates Carl’s Jr. and Hardee’s as one brand under two names acknowledging the regional heritage of both banners. After opening its first restaurants in New York and New Jersey this spring and recent international openings in Canada, Colombia and Guatemala, CKE now has a total of 3,594 franchised or company-operated restaurants in 44 states and 36 foreign countries and U.S. territories. Known for its one-of-a-kind premium menu items such as 100 percent Black Angus Thickburgers®, Made from Scratch™ Biscuits, Hand-Breaded Chicken Tenders™ and Fresh Baked Buns, as well as an award-winning marketing approach, the Carl’s Jr./Hardee’s brand continues to deliver substantial and consistent growth in the U.S. and overseas. The Carl’s Jr./Hardee’s system is now 87 percent franchised, with international restaurants representing 18 percent of the system. For more information about CKE, please visit www.ckr.com or its brand sites at www.carlsjr.com and www.hardees.com.

About CybizCorpCybizCorp specializes in Consulting, Incubation, Franchising, Licensing and Channel Distribution in various verticals including Real Estate and Food & Beverage. CybizCorp is the Indian Master Franchisor for RE/MAX - the world’s largest real estate brokerage network with a global presence in 95+ countries with 6000+ offices and 85,000+ agents, and 100+ franchises across 30+ cities in India. Its founders have represented Horwath, a leading global hospitality consulting practice, in India & Nepal in the past. They trace their lineage to famous Indian restaurant cum ice-cream brands like The Embassy and the Kwality’s and have owned multiple Coffee Day Xpress kiosks in the past. CybizCorp is currently the Master Franchisee of resto-pub brands like Fork You, Warehouse Café, The Flying Saucer Café, Boom Box Café, The Townhouse Café and Café Out of the Box, and Asian brands like The Embassy and Lazeez Affaire.

For more information about CybizCorp, please visit www.cybizcorp.com.

NEW DELHI--(BUSINESS WIRE)--Carl’s Jr., the premium American burger chain, announced today the opening of its first restaurant in India. Operated by Cybiz BrightStar Restaurants, owned by Gurgaon-based CybizCorp, through a master franchise agreement with Carl’s Jr. Restaurants, LLC. a subsidiary of CKE Restaurants Holdings Inc. (parent company of Carl’s Jr. and Hardee’s), the Carl’s Jr. restaurant will be located at the Select CityWalk mall complex in Saket, New Delhi. The restaurant will feature a special “Indian palate” menu that will include vegetarian options, beer on tap and an all-you-can-drink soft beverages bar.

“We are excited to introduce Carl’s Jr. to the India marketplace with the opening of our first restaurant in New Delhi,” said Ned Lyerly, President, International at CKE Restaurants. “India represents a tremendous market opportunity and we see the potential for more than 1000 restaurants over time. We hope that our India customers will recognize that we’ve made a sincere effort to tailor our menu to the Indian palate by offering rich, intense flavors and a variety of innovative vegetarian options. We look forward to our Indian customers enjoying the same best-in-class customer service, premium quality and delicious menu items that we are known for globally.”

“We are honored to be representing an iconic brand like Carl’s Jr.,” said Sam Chopra, Group Chairman and Founder of CybizCorp. “This is a special moment for all of us here. We have been speaking about a differentiated gourmet experience, with this launch; we now finally offer the ‘Carl’s Jr.’ experience to our fans here in India.”

Carl’s Jr. stands apart from other burger restaurants by offering freshly prepared, high-quality menu items, including its famous chargrilled burgers, Hand-Breaded Chicken Tenders™ and Hand-Scooped Ice Cream Shakes™. Carl’s Jr. also features a superior dining experience that includes innovative menu items made-to-order and served hot and fresh at your table, all in a modern, upscale, spacious environment.

“With high quality ingredients, a casual dining ambience and quick service, Carl’s Jr. is the perfect fit for India,” stated Sana Chopra, Executive Director, Cybiz BrightStar Restaurants Pvt. Ltd. “We can’t wait for burger lovers to get their first bite of Carl’s Jr.’s iconic, big and juicy California-style burgers.”

More than any other quick-service restaurant (“QSR”), Carl’s Jr. is recognized for its big, premium products, centered on a wide variety of fresh, big and delicious charbroiled burgers that lead the industry in taste, quality and innovation. The brand is also well-known for

New Delhi-based Carl’s Jr. will showcase vegetarian menu options, beer on tap and a soft beverages bar

CARL’S JR. OPENS FIRST RESTAURANT IN INDIA

“THE EXTREMELY CAPABLE AND SEASONED TEAM AT AMERICANA HAVE BEEN TREMENDOUS PARTNERS AND FRIENDS OF OUR BRAND FOR MORE THAN THREE DECADE”




Carl’s Jr. and Hardee’s consistently out-deliver the competition in the U.S. and worldwide with a best-in-class franchise offering supported by one-of-a-kind, premium-quality menu selections such as charbroiled 100 percent Black Angus beef Thickburgers® and Hand-Breaded Chicken Tenders™; superior service and a modern and innovative dining experience.

For more information on CKE franchise opportunities, please visit www.ckefranchise.com.

About CKE Restaurants Holdings, Inc.CKE Restaurants Holdings, Inc. (“CKE”) is a privately held company headquartered in Carpinteria, Calif. Through its subsidiaries, CKE owns and licenses Carl’s Jr.® and Hardee’s® quick-service restaurants. CKE operates Carl’s Jr. and Hardee’s as one brand under two names acknowledging the regional heritage of both banners. CKE has a total of 3,554 franchised or company-operated restaurants in 42 states and 34 foreign countries and U.S. territories. Known for its one-of-a-kind premium menu items such as 100 percent Black Angus Thickburgers®, Made from Scratch™ Biscuits, Hand-Breaded Chicken Tenders™ and Fresh Baked Buns, as well as an award-winning marketing approach, the Carl’s Jr./Hardee’s brand continues to deliver substantial and consistent growth in the U.S. and overseas. The Carl’s Jr./Hardee’s system is now 81 percent franchised, with international restaurants representing 18 percent of the system. For more information about CKE, please visit www.ckr.com or its brand sites at www.carlsjr.com and www.hardees.com.

About Americana GroupAmericana is the Middle East’s most successful group of companies operating consumer foods, restaurants, and food-related products. This amazing success story started out in Kuwait in 1964 with the establishment of a small trading company.

With time, more Americana restaurants, food companies, factories, and brands were established and a high growth rate was always maintained. Today, the group operates more than 1,500 restaurants with more than 35,000 employees across 17 countries between the Atlantic Ocean and Caspian Sea.

The Americana Group operates international franchises like Hardee’s, TGIF’s, Krispy Kreme, KFC and Pizza Hut. The Americana Group’s portfolio also includes a wide range of consumer foods, manufactured in 18 factories, in 5 different countries, and marketed across the region with well-known names like Americana Meat, Americana Cake, Farm Frites, California Garden, Koki, Green Land and much more. For more information about Kuwait Food Company, please visit www.Americana-Group.net.

CARPINTERIA, Calif.--(BUSINESS WIRE)--CKE Restaurants Holdings, Inc. (“CKE”), parent company of Hardee’s® and Carl’s Jr.®, has reached a significant milestone with the opening of its 300th restaurant in the Middle East. The new Hardee’s location will open April 21, 2015, in Yanbu Al-Sinaiyah, King Fahd Street, Saudi Arabia, and will be operated by Al-Ahlia Restaurant Company, a subsidiary of longtime Hardee’s franchisee, the Americana Group.

“As one of our pioneering international licensees, the Americana Group continues to be an invaluable partner that has demonstrated deep knowledge, expertise and passion for developing the Hardee’s brand abroad,” said Andy Puzder, CEO of CKE Restaurants Holdings, Inc. “This milestone shows the strength of our brand and business offering while also providing a testament to the commitment of our international franchise partners and international consumers.”

The new Hardee’s location is the 100th in the Kingdom of Saudi. The Americana Group also operates Hardee’s restaurants in the United Arab Emirates, Egypt, Kuwait, Bahrain, Qatar, Lebanon, Jordan, Oman, Kazakhstan and Kurdistan. The Americana Group opened the Middle East’s first Hardee’s restaurant in Kuwait in June 1980. Fostering a successful 35-year relationship, CKE and the Americana Group anticipate continued growth in the Middle East.

“The opening of the 300th Hardee’s restaurant in the region is a very proud milestone for us in our history as a restaurant operator developing brands in the Middle East and as a partner with CKE,” said Marzouk Al Kharafi, Chairman at the Americana Group. “We look forward to many more successful years working with the international leadership team at CKE.”

“The extremely capable and seasoned team at Americana have been tremendous partners and friends of our brand for more than three decades,” said Ned Lyerly, president of international at CKE Restaurants Holdings, Inc. “Not only has Americana been instrumental in building our brand in the Middle East, their contribution to the success and growth of CKE internationally is highly valued. As we look toward a continued bright future with Americana, we thank them for their long-term partnership and congratulate them on this significant achievement.”

The opening of the 300th restaurant in the Middle East is part of CKE’s accelerated global expansion, which includes signed development agreements to open more than 1,000 new international restaurants. This includes increased momentum in the Americas, with growth in Latin America and Canada; in Asia, where CKE recently announced new franchise agreements to bring the Carl’s Jr. chain to Japan and India in 2015; and in Europe, where CKE operates restaurants in Denmark and Turkey. The Carl’s Jr./Hardee’s system is now 81 percent franchised, with international restaurants representing 18 percent of the system.

Milestone Hardee’s location opens in Yanbu Al-Sinaiyah, Saudi Arabia

CKE RESTAURANTS HOLDINGS, INC. ANNOUNCES OPENING OF 300TH RESTAURANT IN MIDDLE EAST

“CARL’S JR. IS ANSWERING THE CALL FOR WHAT GUATEMALANS LOVE AND VALUE MOST IN A DINING EXPERIENCE – PREMIUM-QUALITY FOOD SERVED WITH IMMACULATE, FRIENDLY CUSTOMER SERVICE AT A GREAT PRICE”




$311 on their Plymouth automobile, purchased a single hot dog cart in 1941 in Los Angeles, Calif. The Karchers grew their small business to include four hot dog carts and opened Carl’s Drive-In Barbecue in 1945. They eventually launched the first Carl’s Jr. restaurant, so named because it was a smaller version of their sit-down restaurant, in 1956. From a lone hot dog cart, Carl’s Jr. has grown to 1,476 units worldwide. Today, Carl’s Jr. is best known for its sit-down restaurant quality burgers. Carl’s Jr. hamburgers are charbroiled, never fried, giving them a more savory “grilled in your own backyard” flavor.

For more information on international franchise opportunities with Carl’s Jr., please visit www.carlsjrfranchising.com/international.

Key facts about Carl’s Jr. in Guatemala

Locations:Coronado MallAddress: Km. 15.5 Carretera a El Salvador, Centro Comercial Condado Concepcion, Food Court, Local 341 Santa Catarina PinulaHours of operation: Sunday-Thursday 10 a.m.-8 p.m., Friday and Saturday 10 a.m.-9 p.m.

Guatemala CityAddress: 7 Avenida 12-87 Zona 9Hours of operation: 10 a.m.-10 p.m. dailySpecial amenities: Drive-thru

Menu features:Carl’s Jr.’s signature line of 100 percent Black Angus beef Thickburgers®

High-quality, all-white-meat Hand-Breaded Chicken Tenders™Hand-Scooped Ice Cream Shakes™


CARPINTERIA, Calif.--(BUSINESS WIRE)--Burger lovers in Guatemala City can now enjoy a big, juicy California-style burger thanks to the continued expansion of premium burger chain, Carl’s Jr.®. The Southern California-based company will open its newest Guatemala location at 7 Avenida 12-87 Zona 9 on April 15, 2015. Last month, Carl’s Jr. opened its first restaurant in Guatemala in the Coronado Mall at Km. 15.5 Carretera a El Salvador, Centro Comercial Condado Concepcion, Food Court, Local 341 Santa Catarina Pinula. Both restaurants are operated by franchisee Grupo CJ, S.A., which is helping to bring Guatemalans Carl’s Jr.’s famous, high-quality menu items and esteemed customer service.

To celebrate the opening of the Zona 9 location, the first 50 customers on Saturday, April 18, at 10 a.m. will receive coupons for “Free Food for a Year.” In addition, prior to Zona 9’s official opening, a special VIP/media “sneak peak” event will take place on April 14 from 1-3 p.m. offering media and other VIP attendees complimentary food samples, photo and filming opportunities with local celebrities and staff, as well as interviews with Carl’s Jr. and Grupo CJ, S.A. representatives.

“Guatemala is an important market and we have every confidence in Grupo CJ, S.A.’s ability to successfully develop our brand across the country,” said Ned Lyerly, President of International at CKE Restaurants Holdings, Inc. (“CKE”), parent company of Carl’s Jr. “The opening of the first two Carl’s Jr. restaurant locations in the country is a testament to Grupo CJ’s commitment to the market and their desire to offer Guatemalans the best-in-class burger and service offering that only Carl’s Jr. can provide.”

“Carl’s Jr. is answering the call for what Guatemalans love and value most in a dining experience – premium-quality food served with immaculate, friendly customer service at a great price,” said Haroldo Soto, franchisee of Grupo CJ, S.A. “We’re honored to help Carl’s Jr. launch in this important market and look forward to Guatemalans enjoying their big, juicy California-style burgers.”

The opening of Carl’s Jr. in Guatemala marks the 34th country in which CKE Restaurants Holdings, Inc. operates restaurants internationally. Already a key player in the Latin American and Central American markets, Carl’s Jr. continues to stand apart from other burger restaurants by offering freshly prepared, higher-quality menu items including its famous 100 percent Black Angus beef Thickburgers®, Hand-Breaded Chicken Tenders™ and Hand-Scooped Ice Cream Shakes™. Carl’s Jr. also features a superior dining experience that includes menu items made fresh to order and served at your table, all in a modern, California-themed setting.

Carl’s Jr. and its iconic smiling Happy Star® logo have been U.S. West-coast favorites for more than 70 years. Industry pioneer Carl N. Karcher and his wife, Margaret, using $15 in savings and borrowing

Carl’s Jr. introduces Guatemalans to its iconic burgers with the opening of two locations

CARL’S JR. BRINGS BIG, JUICY CALIFORNIA-STYLE BURGERS TO GUATEMALA

“CANADIANS HAVE WELCOMED CARL’S JR. WITH OPEN ARMS AND WE ARE EXCITED TO NOW INVITE TORONTO BURGER LOVERS TO VISIT US IN OUR PRIME DOWNTOWN LOCATIONS AND EXPERIENCE FOR THEMSELVES WHAT CARL’S JR. IS ALL ABOUT – HIGH-QUALITY INGREDIENTS, FRESH PREPARATIONS, INNOVATIVE FLAVORS AND EXCEPTIONAL, FRIENDLY TABLESIDE SERVICE”




operating and developing top-tier quick-service restaurant chains across Canada including senior management posts on both the franchisor and franchisee sides of the business. Queen Street will be Graber’s fourth Carl’s Jr. location. Late last year, 6Points opened Carl’s Jr. locations in Guelph and Waterloo in Ontario.

Carl’s Jr. franchisees across Canada are currently operating restaurants in Vancouver, Abbotsford, Chilliwack, Kelowna, Vernon, Kamloops, Penticton, Grande Prairie, Edmonton, Spruce Grove, Guelph and Waterloo. For more information on franchise opportunities in Canada, please visit www.ckefranchise.com/canada.

Key facts about the new Carl’s Jr. in Toronto:Address: 272 Queen Street, Toronto, Ontario Hours of operation: 24/7

Menu features:▪ Carl’s Jr.’s signature line of 100 percent Black Angus beef Thickburgers

served on Fresh Baked Buns, baked fresh daily inside the restaurant

▪ Shake Bar featuring more than 20 flavors of hand-scooped shakes using Chapman’s Canadian Ice Cream

▪ Coffee, lattes and select other drinks featuring local Ontario/Toronto roaster Mountain View Estates

▪ Charbroiled Chicken sandwiches and salads

▪ Home-style breakfasts including Carl’s Jr.’s Made from Scratch Biscuits and premium Breakfast Platters

▪ Kid’s Meals


TORONTO--(BUSINESS WIRE)--No more “California Dreamin’” of big, juicy burgers for Toronto residents thanks to the continued rapid Canadian expansion of premium burger chain Carl’s Jr.® The Southern California-based company will be serving up mouthwatering burgers, fries, shakes and more 24-hours a day with the opening of its newest restaurant on April 8, 2015 at 2 p.m. Operated by Toronto-based 6Points Food Services Ltd. (“6Points”), the Carl’s Jr. restaurant, which will feature a delicious shake bar offering more than 20 flavors of hand-scooped Chapman’s Canadian ice cream shakes, will be located at 272 Queen Street in downtown. 6Points also opened a location at 1431 Yonge Street on March 21, 2015.

“Just last year, we signed an exclusive development agreement with 6Points to develop, open and operate 30 Carl’s Jr. restaurants over the next six years in the west Greater Toronto Area as well as cities beyond including London, Kitchener-Waterloo, Guelph and Hamilton,” said Ned Lyerly, CKE Restaurants (parent company of Carl’s Jr. and Hardee’s) president of International. “Yonge Street and Queen Street mark the third and fourth restaurants for 6Points respectively and we are pleased to be off to a great start towards achieving our goal. Toronto is an important market for the expansion of CKE’s international system offering huge growth potential and we look forward to extending our reach throughout Canada.”

To celebrate the arrival of Carl’s Jr. in Toronto, a special press event will take place at the Queen Street location on April 7, 2015 from noon to 2 p.m. to offer media and VIP attendees complimentary food samples, photo and filming opportunities, as well as interviews with Carl’s Jr. and 6Points executives.

Carl’s Jr. stands apart from other burger restaurants by offering freshly prepared, higher-quality menu items including its famous 100 percent Black Angus Beef Thickburgers®, Hand-Breaded Chicken Tenders™ and Hand-Scooped Ice Cream Shakes™. Carl’s Jr. also features a superior dining experience that includes fresh menu items made-to-order and served at your table, all in a modern, upscale, California-themed décor.

“Canadians have welcomed Carl’s Jr. with open arms and we are excited to now invite Toronto burger lovers to visit us in our prime downtown locations and experience for themselves what Carl’s Jr. is all about – high-quality ingredients, fresh preparations, innovative flavors and exceptional, friendly tableside service,” said 6Points managing partner Kent Graber. “We’re excited to spearhead the expansion of Carl’s Jr. in Ontario and look forward to building more restaurants throughout the Greater Toronto Area and beyond.”

Graber brings with him an impressive 40-plus years of experience

Carl’s Jr. introduces Guatemalans to its iconic burgers with the opening of two locations

CARL’S JR. CONTINUES SOUTHWEST ONTARIO, CANADA EXPANSION WITH OPENING OF TWO TORONTO RESTAURANTS

“WE HAVE NO DOUBT THAT WITH MITSUUROKO’S EXPERIENCE AND COMMITMENT BEHIND US, CARL’S JR. WILL SOON BECOME THE ULTIMATE DESTINATION FOR JAPANESE CONSUMERS SEEKING THE MOST PREMIUM BURGER”




“Mitsuuroko maintains a leadership position in each of our business sectors. That is why we chose Carl’s Jr. as our first step into QSR,” said Mr. Tajima. “We are impressed with the core strengths of Carl’s Jr. including its youthful brand image, edgy advertising, premium-quality menu and service, and contemporary restaurant designs that feature comfortable, upscale California-themed décor.”

Premium-Quality Food Made Fresh-to-OrderEstablished 73 years ago in Southern California, Carl’s Jr. is an industry pioneer in serving premium-quality hamburgers. Throughout the U.S. and 33 other countries and U.S. territories, Carl’s Jr. is known for its innovative, premium menu of chargrilled Thickburgers® made with 100 percent Black Angus beef, Made from Scratch™ Biscuits, Hand-Breaded Chicken Tenders™ and Hand-Scooped Ice Cream Shakes & Malts™. Carl’s Jr. has a world class quality assurance department that qualifies suppliers, monitors their production and verifies that all products are produced to the company’s exacting specifications. Additionally, Carl’s Jr. maintains food quality through the proper execution of a proprietary restaurant operating system where products are made fresh when ordered by customers.


TOKYO--(BUSINESS WIRE)--Global fast food chain Carl’s Jr.® today announced that it has entered into an agreement with Mitsuuroko Group Holdings Co., Ltd. to be the exclusive franchise developer to launch its famous, premium-quality burgers in Japan. Under the terms of the agreement, Mitsuuroko will develop 150 Carl’s Jr. restaurants in Japan over the next 10 years. Mitsuuroko plans to open the first Carl’s Jr. in Tokyo in 2015 with others opening in multiple markets across Japan.

“We are excited to partner with Mitsuuroko to bring our premium menu items, vibrant brand and innovative service to Japan,” said Mike Murphy, president of CKE Restaurants Holdings, Inc., parent company of the Carl’s Jr. brand. “We have no doubt that with Mitsuuroko’s experience and commitment behind us, Carl’s Jr. will soon become the ultimate destination for Japanese consumers seeking the most premium burger.”

“Japan is the largest burger market in Asia and our brand is well positioned to deliver the quality, taste and innovation that discerning Japanese consumers demand,” said Ned Lyerly, CKE president of international. “CKE and Carl’s Jr. offer a best in class, proven menu and quality restaurant experience that are sure to succeed in the sophisticated Japanese market. And, we have complete confidence that Mitsuuroko is the right partner at the right time for Carl’s Jr.”

“We are pleased to bring Carl’s Jr. and its premium burgers to the Japanese market,” said Mr. Kohei Tajima, the CEO of Mitsuuroko Group Holdings. “Carl’s Jr. is famous and successful throughout the world thanks to its business model of offering authentic, premium-quality chargrilled burgers with the convenience and price of fast food. Compared to other burger chains, Carl’s Jr. in Japan will offer better quality, better service, better value and better hospitality in a premium Quick Service Restaurant environment. Our emphasis on superior quality is a fundamental pillar to Mitsuuroko’s success. Carl’s Jr. is the perfect partner for us to bring that quality orientation to the QSR category.”

Mitsuuroko Adds to its List of Industry Leading VenturesMitsuuroko Group Holdings Co., Ltd. engages in Japan’s energy, real estate, health, sports and electricity industries. The agreement with CKE Restaurants and Carl’s Jr. marks Mitsuuroko’s first venture into the Quick Service Restaurant category.

Mitsuuroko Group Holdings signs exclusive agreement to develop 150 restaurants throughout Japan

CARL’S JR. BRINGS ICONIC, BIG AND JUICY CALIFORNIA-STYLE BURGERS TO JAPAN

“WITH 215 RESTAURANTS OPEN AND OPERATING IN LATIN AMERICA, WE VIEW HONDURAS AS A STRATEGICALLY IMPORTANT MARKET FOR US AS WE CONTINUE TO EXPAND OUR PRESENCE IN THE REGION”




Key facts about Carl’s Jr. in San Pedro Sula Address: Altara Shopping & Lifestyle Center, Km 3 Carretera a Armenta, San Pedro Sula, Honduras

Hours of operation: 10 a.m.-10 p.m. daily

Menu features▪ Carl’s Jr.’s signature line of 100 percent Black Angus beef Thickburgers®

▪ High-quality, all-white-meat Hand-Breaded Chicken Tenders™

▪ Hand-Scooped Ice Cream Shakes™

▪ Special amenities: Complimentary Wi-Fi


Tomorrow, Hondurans will get a taste of Carl’s Jr.’s ® premium, American-style burgers with the opening of the chain’s first restaurant in the country. Located in San Pedro Sula and scheduled to open tomorrow at 10 a.m., the restaurant marks the first of an exclusive 10-restaurant, five-year development agreement between CKE Restaurants Holdings, Inc. (“CKE”), parent company of Carl’s Jr. and Hardee’s® restaurants, and leading local real estate developer COHDESA.

Originating in California, Carl’s Jr. stands apart from other burger restaurants by offering freshly prepared, higher-quality menu items including its famous 100 percent Black Angus beef Thickburgers®, Hand-Breaded Chicken Tenders™ and Hand-Scooped Ice Cream Shakes™. Carl’s Jr. also features a superior dining experience that includes menu items made fresh to order and served at your table, all in a modern, California-themed setting.

“With 215 restaurants open and operating in Latin America, we view Honduras as a strategically important market for us as we continue to expand our presence in the region,” said Ned Lyerly, CKE President of International. “Throughout Central America we’ve seen tremendous success and enthusiasm for our distinct product offering and best-in-class approach to service. We are certain that Hondurans will enjoy the superior burger experience that only Carl’s Jr. can provide.

“We are very pleased to partner with COHDESA to spearhead expansion of the Carl’s Jr. brand in Honduras,” Lyerly continued. “They are experienced, well-capitalized operators and we have every confidence in their ability to develop the market.”

“Hondurans are hungry for premium-quality food served by friendly people in an inviting environment and Carl’s Jr. is the perfect restaurant to help satisfy that desire of customers across the country,” said a spokesperson for COHDESA.

For more information on international franchise opportunities with Carl’s Jr., please visit www.carlsjrfranchising.com/international.

Exclusive development agreement with local franchisee will bring 10 Carl’s Jr. restaurants to Honduras

CARL’S JR. UNVEILS INAUGURAL HONDURAS LOCATION

PUBLIC RELATIONS ASSETSPR Assets & Franchise Information Links

GLOBAL PR ASSETSwww.ckefranchise.com/assetswww.youtube.com/carlsjrThese links includes TV advertising photos, international restaurant exterior and interior photos and logo images for Carl’s Jr. and Green Burrito.

CKE RESTAURANTS CORPORATE WEBSITEwww.ckerestaurants.comThis link includes corporate information regarding CKE Restaurants, Inc., the Carl’s Jr. and Green Burrito brands, investor tools and a Career section for discovering employment opportunities at CKE. Look for the archive of recent press releases in the Pressroom section.

CARL’S JR. CONSUMER WEBSITEwww.carlsjr.comThis link includes consumer information regarding the Carl’s Jr. and Green Burrito retail brands. The site contains Menu & Nutrition info, a Carl’s Jr. Locator, video content, games and coupons.

CARL’S JR. FRANCHISE DEVELOPMENT SITEwww.carlsjrfranchising.com This link includes information regarding the Carl’s Jr. franchise opportunity. The site contains everything a prospective franchisee would need to know regarding financial requirements, fees, development area guidelines and real estate considerations. There’s even a pre-qualification page for potential franchisees.

CARL’S JR. SOCIAL MEDIAFacebookwww.facebook.com/carlsjr

Twitterwww.twitter.com/carlsjr

YouTubewww.youtube.com/carlsjr

LEADERSHIP & CONTACTS

NED LYERLY, CFEPresident, International314.259.6413 [email protected]

ANDREW F. PUZDER,CHIEF EXECUTIVE OFFICER - CKE Restaurants, Inc.

Andrew F. Puzder is CEO of CKE Restaurants, Inc. He earned a Juris Doctorate in 1978 from Washington University School of Law in St. Louis.

While practicing law in St. Louis, Puzder met Carl Karcher, the founder of Carl’s Jr., who asked Puzder to move to California as his personal attorney. In 1997, Puzder was named Executive VP and General Counsel for CKE and has served as President and CEO of CKE since September 2000.

He is a member of the California, Nevada and Missouri bar associations.

E. MICHAEL MURPHY,PRESIDENT AND CHIEF LEGAL OFFICER

E. Michael Murphy was appointed President and Chief Legal Officer of CKE Restaurants, Inc. in January 2009. He previously served as Chief Administrative Officer from 2006; and was named executive vice president, general counsel and Secretary of the Company in July 2000. He still serves as Secretary of the Company.

In his current position, Murphy leads the legal, human resources, payroll and information technology departments, as well as oversees all franchising and international endeavors for both the Carl’s Jr. and Hardee’s brands.

NED LYERLY,President, International

Ned Lyerly was named Executive Vice Presidentof International in June, 2012. Ned, whopreviously served CKE in the capacity of EVP ofGlobal Franchise Development, is responsiblefor expanding the company’s internationalpresence, which has grown to more than 17% of the company’s system wide unit count. With a presence in 31 international markets, international is particularly important as thecompany accelerates franchise growth in Mexico,The Middle East, Russia, China, Asia, Canada, Central and South America.

Ned is a 30-year industry veteran who has served in a number of capacities including finance, franchise operations, and franchise development.

OUR WINNING TEAM

®

MIKE WOIDASVP International314.259.6343 [email protected]

MARC MUSHKINVP Franchise Sales & [email protected]

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