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Hardee’s, looking to build sales, turns to prime rib
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Hardee’s is going big on beef and beverages in its bid to boost its business.
The fast-food chain on Wednesday introduced a pair of platforms that go right at current consumer trends.
That includes a line of prime rib sandwiches available all day, which the company hopes can lure protein-hungry consumers.
The “Prime Experience” features these three sandwiches:
The Prime Rib Burger, which features a beef patty topped with prime rib dipped in au jus, topped with garlic cheddar sauce and grilled onions on a toasted brioche-style bun. The burger will launch with a $5.99 price point for members of the company’s MyRewards loyalty program.
The Prime Rib Breakfast Burrito, which features prime rib wrapped in a tortilla with hash rounds, egg and cheese. It has 36 grams of protein.
The Prime Rib Biscuit features prime rib, American cheese and a fried egg on a biscuit and has 31 grams of protein.
“The star of this lineup is the technique and quality,” Sarah Breymaier, VP of marketing for Hardee’s, said in a statement. “We’ve taken one of the most iconic cuts of beef and reimagined it across our entire menu.”
Hardee’s Triple Berry beverage platform. | Photo courtesy of Hardee’s.
Meanwhile, the company is launching a new Triple Berry beverage platform, which comes as consumers are lining up for more beverages at restaurant chains. The platform features:
Triple Berry Tea, Hardee’s sweet tea blended with blackberry, raspberry and strawberry.
Triple Berry Sparkler, which features fruit juice mixed with Sprite.
Triple Berry Hand-Scooped Ice Cream Shake.
There is also the Star-Spangled Biscuit, which features a biscuit with raspberry, strawberry and blueberry flavors and drizzled with icing. And Hardee’s has introduced a Mocha Freeze, with vanilla ice cream blended with cold coffee and chocolate syrup and finished with whipped topping.
All of this comes as Hardee’s works to build sales weakened by a host of challenges. System sales at the brand declined 5% in the U.S. last year to just over $2 billion, while average-unit volumes declined 1.5% to $1.3 million.
The company operates just under 1,500 U.S. restaurants, along with about 500 international locations, according to data from NRN sibling company Technomic.
Contact Jonathan Maze at [email protected].
Follow him on X at @jonathanmaze
And on TikTok at @jonathandmaze
