INTERNATIONAL MEDIA KIT AND BRAND BOOK

INTERNATIONAL MEDIA KIT AND BRAND BOOK
CORPORATE OVERVIEW
CKE Restaurants Holdings, Inc. (“CKE”), through
its subsidiaries, franchisees, and licensees, is a
global powerhouse that operates some of the most
highly acclaimed quick-service restaurant brands
in the world, including Carl’s Jr.®, Hardee’s®, Green
Burrito®, and Red Burrito® restaurants. CKE is
currently headquartered in Carpinteria, California.
In early 2017, the brands’ headquarters will be
moving to Nashville, Tennessee.
The CKE system has over 3,700 franchised or
company operated restaurants in 44 American
states and in 38 countries across the globe.
The company is constantly focused on innovation
and growth, with an unwavering emphasis on
quality, service and cleanliness. CKE has also
pioneered concepts such as partial table service
and free-flow beverage bars, which enhance
the customer experience and underscore our
competitive advantages in the QSR category.
The Carl’s Jr.® Difference
•Franchise-friendly brand
CKE BOASTS AN IMPRESSIVE
GLOBAL FOOTPRINT WITH
OVER 3,700 RESTAURANTS
IN THE U.S. AND 38
INTERNATIONAL MARKETS
•Best-in-class menus that consistently out-deliver
the competition in taste and premium quality
•Cutting-edge advertising that resonates with
young, hungry eaters and burger lovers of all
ages
•Outstanding brand recognition
•Multiple day parts capturing breakfast, lunch,
dinner, and snack-time sales
•Compelling unit economics and profitability ratios
•Industry-leading training and support systems
•Personalized marketing support
OUR HISTORY
Industry pioneer Carl N. Karcher and
his wife, Margaret, using $15 in savings
and borrowing $311 on their Plymouth
automobile, purchased a single hot dog
cart in 1941 in Los Angeles, California.
The Karchers grew their business and
eventually launched the now legendary
Carl’s Jr.® brand.
On his first day in the fast-food business,
Carl N. Karcher took in $14.75. In fiscal
year 2016, his namesake CKE earned
revenues of approximately $4.3 billion.
Now that’s a 75th anniversary gift!
The story of Carl’s Jr.® is the
quintessential American success
story. What began as one man’s
CELEBRATING 75 YEARS
OF TASTE, QUALITY,
AND INNOVATION
entrepreneurial venture in 1941 has
evolved into one of the most powerful
and recognizable entities in the QSR
industry worldwide.
OUR MILESTONES
1940s
Young married couple Margaret and Carl Karcher
spend their savings to buy a hot dog cart
1950s
A quick-service legend is born: Carl’s Jr.® opens for
business
1960s
Carl’s Jr.® begins its commitment to a quality
experience with table service, plush carpet,
and music
1970s
Headquarters open in Anaheim, California, and
by 1977, 5,000 people are employed in our
restaurants
1980s
Carl’s Jr.® introduces the legendary Western Bacon
Cheeseburger
1990s
Carl’s Jr.® begins edgy, irreverent advertising
campaigns creating significant pop-culture buzz
2000s
Carl’s Jr.® introduces the industry-leading 100
percent Black Angus Thickburger
Carl’s Jr.® steps up international expansion,
opening in China and Singapore, Russia, and
American Samoa
2011
Carl’s Jr.® opens in Costa Rica, Ecuador,
New Zealand, Panama, Turkey, and Canada
2012
Carl’s Jr.® opens in Thailand and Brazil
2013
Introduces Fresh Baked Buns, a QSR industry first
Roark Capital acquires CKE Restaurant Holdings, Inc.
2014
Carl’s Jr.® introduces the All-Natural Burger, another
QSR industry first
Carl’s Jr.® reaches the 600th restaurant milestone
2015
2016
Carl’s Jr.® opens in Colombia, Guatemala, and India
and reaches 200th restaurant milestone in Mexico
Carl’s Jr.® opens in Japan and in Australia, with
record-breaking results
CKE opens 700th international restaurant
OUR GLOBAL FOOTPRINT
WE HAVE
ACCELERATED
INTERNATIONAL
GROWTH
CKE currently operates over 700 international units in 38 markets, which represent approximately 20%
of the system. The company plans to double international business in the next five years and has a strong
pipeline of 1,000 development commitments.
CKE is actively targeting franchise development in Asia, Latin America, Europe, the Middle East, Canada,
and Australia.
16 EXISTING
MARKETS FY10
22 NEW MARKETS
FY11 – Q1 FY17
Americas
Samoa
Bahrain
China
Egypt
Jordan
Kuwait
Lebanon
Malaysia
Australia
Bahamas
Brazil
Canada
Costa Rica
Colombia
Denmark
Dominican Republic
Ecuador
Mexico
Oman
Pakistan
Qatar
Russia
Saudi Arabia
Singapore
UAE
Guatemala
Honduras
Indonesia
India
Japan
Kazakhstan
New Zealand
Panama
10 NEAR-TERM
TARGET MARKETS
Puerto Rico
Thailand
Turkey
Vietnam
Bangladesh
Belarus
Cambodia
Chile
France
Kenya
Nicaragua
Palestine
Philippines
Spain
FRANCHISE GROWTH IS THE FUTURE
Carl’s Jr.®, one of the world’s
leading QSR brands, is experiencing
phenomenal growth both domestically
and internationally. To build on our
momentum, we are seeking an elite
group of candidates to help us develop
and operate exclusive franchise
territories around the globe.
OUR BEST-IN-CLASS MENU
AND CUSTOMER SERVICE
ALWAYS OUT-DELIVER THE
COMPETITION
FRANCHISEES PLAY A MAJOR ROLE IN
THE SUCCESS OF OUR BRANDS
CKE Restaurants believes in maintaining
strong business relationships with our
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 is oriented towards
building top-line sales that support
franchise profitability via affordably priced
premium products, industry leading
service, and internationally acclaimed
marketing.
OUR MENU STRATEGY
THE FOOD IS THE FRANCHISE
AND WE HAVE THE MENU TO PROVE IT
Carl’s Jr.® is a premium brand with premium products that are affordably
priced. We continually beat out the competition in:
BIGGEST BURGERS
WIDEST VARIETY OF BURGERS
MOST UNIQUE BURGERS
JUICY & DELICIOUS BURGERS
All Carl’s Jr.® hamburgers, made with 100 percent pure beef, are
charbroiled over an open flame to seal in all the natural flavors and juices.
Our products are made-to-order with the highest, premium, quality
ingredients, delivering the freshest, best-tasting products imaginable.
Signature products include our line of 100 percent Black Angus
Thickburgers™, Hand-Breaded Chicken Tenders™, and Hand-Scooped
Ice Cream Shakes & Malts™, made with real ice cream. Our delicious
breakfast offerings include the Breakfast Burger™ and the Loaded
Breakfast Burrito.
WE’RE PIONEERS OF INNOVATION
WE’RE ALL ABOUT MAKING
THE MOST PREMIUM,
BEST-TASTING FOOD – PERIOD
Take a look at a few of our industry firsts:
•First QSR to launch 100% Black Angus beef
burgers
•First QSR to launch an all-natural beef burger
•First QSR to launch an all-natural, charbroiled
turkey burger
•First QSR to launch “meat-on-meat” burgers
•First QSR to launch a charbroiled, “never fried,”
fish sandwich
•First QSR to launch Hand-Breaded Chicken
Tenders™
•First QSR to introduce Fresh Baked Buns
•First QSR to introduce Made-From-Scratch™
Buttermilk Biscuits
•First QSR to launch Hand-Scooped Ice Cream
Shakes & Malts™
Our innovative product strategy is focused on
developing premium, sit-down restaurant quality
menu items that offer the convenience and value
of fast food.
No matter what you order from Carl’s Jr.®, we focus
on this one thing, and we do it better than anyone
else.
In addition to our premium menu, we also offer
significant enhancements to the customer
experience. These include:
•Upgraded contemporary California-themed décor
•Partial table service
•Free-flow drinks at refillable beverage bars
•Wi-Fi access (where applicable)
OUR POINT OF DIFFERENCE
BETTER QUALITY, BETTER SERVICE,
AND BETTER HOSPITALITY IN A PREMIUM
QSR ENVIRONMENT
Our value proposition for consumers is
based on offering authentic, premium quality
chargrilled burgers at a price that consumers
are willing to pay.
We pride ourselves on offering the following:
•Premium Quality, Best-in-Class Menu
featuring our 100% Angus Beef Thickburgers
served on Fresh Baked Buns baked fresh in
our restaurants
•Premium Service and Delivery Systems
with products that are made-to-order and
delivered to your table, and free drink refills
for our guests
•Premium Facilities
with a contemporary, comfortable California
themed upscale décor
•Innovative Menu Offerings
such as the Portobello Mushroom Burger,
Western Bacon Cheeseburger®, Guacamole
Bacon Burger, Hand-breaded Tenders™,
Hand-scooped Real Ice Cream Shakes
OUR MARKETING APPROACH IS
BOLD & INNOVATIVE
Our marketing approach is as innovative and
focused as our food, resulting in some of the
strongest and most recognized brands in the
industry.
Our iconic cutting-edge TV ads are humorous,
provocative, and have become a part of
American pop culture, delivering massive
amounts of media mentions around the world to
amplify our spending and raise our awareness.
Most importantly, they make people hungry for
our mouth-watering food.
While the primary target market for Carl’s Jr.®
products is young, hungry guys, our advertising
campaigns are designed to be seen and
remembered by burger lovers of all ages.
Our advertising is unapologetically edgy and cuts
through the commercial clutter, reaching our
target audience more effectively than most.
Whether our commercials feature regular guys,
well-known celebrities such as Paris Hilton
or Kim Kardashian, internationally renowned
models such as Heidi Klum, Kate Upton, and
Charlotte McKinney, or powerhouse talents like
Ronda Rousey and Hayden Panettiere, they
show our unique attitude and showcase our
premium burgers… every time.
OUR CORE VALUES
CKE’S CORE VALUES SHAPE EVERYTHING WE DO,
FROM THE MENU TO MARKETING. CARL’S JR.® IS:
PREMIUM
It’s not bragging if we know we’re the best.
IRREVERANT
We’re the only QSR brand to be rebelliously different.
INSTINCTUAL
Our gut is our compass, in more ways than one.
ALWAYS ALPHA
We lead with swagger and presence.
NO B.S.
We’re straightforward, simple, and unfiltered.
UNAPOLOGETIC
We do everything with 100 percent conviction and zero hesitation.
OUR POSITIONING & TARGET AUDIENCE
SIMPLY PUT, CARL’S JR.® IS THE
PLACE FOR BIG, JUICY, PREMIUM
BURGERS MADE FOR THE YOUNG
HUNGRY GUY IN ALL OF US
Beyond the core demographic set of males, 18–35,
we also target the spirit of the YHG who resides
in all of us — anyone who loves indulging in their
burger cravings, at any time.
OUR BRAND TONE
•Our brand tone is as important as our
menu.
•It is bold, unapologetic, edgy, and highly
entertaining.
•We are sort of a rebel when it comes
to the QSR industry and never say or
do anything that a typical fast food
restaurant would do.
•Our commercial campaigns are
cinematic. The featured talent is always
top-notch, the food looks amazing, and
the concepts are always based on timely
insight about a specific menu offering
or the audience who is meant to enjoy
them.
•CKE may be smaller in location
numbers and budgets than some of our
competitors, but we act like the “boss”
because we mean business.
OUR GOAL: MAKING PEOPLE HUNGRY
MAKE PEOPLE HUNGRY
FOR OUR FOOD
Our relationship with burgers is highly
emotional. It’s a desire that comes from our
stomachs and not from our brains. And the
stomach always wins. No one can satisfy that
urge like Carl’s Jr.®, and because we offer
premium quality burgers every time, they
don’t just fill you up, they fulfill you.
That’s why our tagline is what it is. If you’re at
Carl’s Jr.®, you’re going to:
EAT LIKE YOU MEAN IT®
THE FOOD IS ALWAYS THE STAR
SOCIAL MEDIA PLATFORMS
CARL’S JR.® HAS BUILT A LARGE FOLLOWING IN
SOCIAL MEDIA TO CONNECT WITH OUR FANS
WHERE THEY SPEND THEIR TIME ONLINE
INTERNATIONAL
FACEBOOK FANS
8,305,506
TWITTER FOLLOWERS
175,109
YOUTUBE
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
PUBLIC RELATIONS ASSETS
Press Release Samples
As with all other marketing departments at CKE, the public relations team supports all newsworthy activations for
Carl’s Jr.® by spreading the word to top-tier consumer, trade, and business media outlets. With a main goal to enhance
and build our reputation through the press, PR’s first line of business is announcing big company news on a regular basis.
Here are a few exciting examples of recent note:
2016
2015
March 14
CKE RESTAURANTS HOLDINGS, INC. OPENS 700TH
INTERNATIONAL RESTAURANT
Iconic American quick-service restaurant brand continues
impressive global expansion with successful back-to-back
openings in two new major markets - Australia and Japan –
with other new countries on the horizon
December 1
CARL’S JR.® SURPASSES 200TH RESTAURANT MILESTONE IN
MEXICO WITH OPENING OF TWO NEW RESTAURANTS
CKE Restaurants Holdings, Inc. (“CKE”), parent company of
Carl’s Jr.® and Hardee’s®, has surpassed its 200th restaurant
milestone in Mexico with the opening of two new restaurants
March 4
CARL’S JR.® OPENS ITS FIRST RESTAURANT IN JAPAN,
CONTINUING THE BRAND’S IMPRESSIVE INTERNATIONAL
GROWTH
Global burger chain plans 150 restaurants in Japan over next
10 years
February 24
CARL’S JR.® OPENS SECOND HONDURAS LOCATION
Popular American burger chain continues Latin America
expansion with two additional Honduras restaurants opening
later this year
February 2
CARL’S JR.® GOES DOWN UNDER, OPENING ITS FIRST
RESTAURANT IN AUSTRALIA
Global burger chain brings its big, juicy California-style burgers
to Bateau Bay
August 10
CARL’S JR.® OPENS FIRST RESTAURANT IN INDIA
New Delhi-based Carl’s Jr.® will showcase vegetarian menu
options, beer on tap and a soft beverages bar
April 21
CKE RESTAURANTS HOLDINGS, INC. ANNOUNCES OPENING OF
300TH RESTAURANT IN MIDDLE EAST
Milestone Hardee’s location opens in Yanbu Al-Sinaiyah, Saudi
Arabia
April 14
CARL’S JR.® BRINGS BIG, JUICY CALIFORNIA-STYLE BURGERS TO
GUATEMALA
Carl’s Jr.® introduces Guatemalans to its iconic burgers with the
opening of two locations
PUBLIC RELATIONS ASSETS
Digital Assets & Franchise Information Links
GLOBAL PRESS ROOM
http://investor.ckr.com/press_releases/carls_jr
This link provides an archive of all press releases
issued by CKE on behalf of Carl’s Jr.®
GLOBAL DIGITAL ASSETS
www.ckefranchise.com/assets
Password: asset4me
This link includes TV advertising photos,
international restaurant exterior and interior
photos, and logo images for Carl’s Jr.®
CARL’S JR.® ON YOUTUBE
www.youtube.com/carlsjr
This link showcases the latest commercial
campaigns, as well as exclusive behind-the-scenes
footage.
CARL’S JR.® SOCIAL MEDIA
Facebook
www.facebook.com/carlsjr
Twitter
www.twitter.com/carlsjr
CARL’S JR.® CONSUMER WEBSITE
www.carlsjr.com
This link includes consumer information regarding
Carl’s Jr.® The site contains menu and nutrition
information, a store locator, video content, coupons,
and more.
Nassau, Bahamas
PUBLIC RELATIONS ASSETS
Digital Assets & Franchise Information Links
CKE RESTAURANTS CORPORATE WEBSITE
www.ckerestaurants.com
This link includes corporate information regarding
CKE Restaurants, Inc., the Carl’s Jr.® investor tools,
and a career section for discovering employment
opportunities at CKE.
CARL’S JR.® FRANCHISE DEVELOPMENT
SITE
http://carlsjrfranchising.com/international
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.
Tokyo, Japan
LEADERSHIP
OUR WINNING EXECUTIVE TEAM
ANDREW F. PUZDER,
CHIEF EXECUTIVE OFFICER
E. MICHAEL MURPHY,
PRESIDENT AND CHIEF LEGAL OFFICER
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.
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.
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.
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
MICHAEL (MIKE) WOIDA,
SENIOR VICE PRESIDENT, INTERNATIONAL
Ned Lyerly was named president of the international division of CKE Restaurants,
Inc. in July 2014. Under Lyerly’s leadership, the division has more than doubled
in the past five years to over 700 restaurants in 38 foreign countries and in the
past three years over 60 percent of CKE’s new restaurant growth has occurred in
international markets.
Michael Woida serves as Senior Vice President, International for CKE
RestaurantsHoldings, Inc. Mike has over 38 years of company-owned and
franchise operations experience in the QSR industry and has spent the previous
22 years working in international markets, including 12 years based in Seoul,
Korea, and Hong Kong serving as Director of International Operations and
Development for Hardee’s® and Carl’s Jr.® Restaurants.
During his 31-year career with CKE, Lyerly has held positions in many functional
disciplines including Executive Vice President of Global Franchise Development.
Lyerly is a Certified Franchise Executive and Member of the International
Franchise Associations International Leadership Council.
NED LYERLY, CFE
MIKE WOIDA
nlyerly@ckr.com
mwoida@ckr.com
President, International
314.259.6413
SVP International
314.259.6343
Prior to joining the International Division for CKE, he held Regional Director
positions in the Midwestern U.S. directing operations, development, and training
for Burger Chef and Hardee’s®.
Mr. Woida holds degrees in Business Administration and International Business.
MARC MUSHKIN
VP Franchise Sales & Development
314.259.6452
mmushkin@ckr.com
JOIN OUR WINNING TEAM
BECOME PART OF OUR WORLD
CLASS FRANCHISE OFFERING
CKE is partnering with top-tier franchise prospects
that have the financial, operational, and industry
experience to take advantage of our world-class
franchise offering. We are focusing on markets
that are attractive from a consumer and macroeconomic perspective, as well as markets that
have sizable or rapidly growing quick-service
restaurant industry segments.
If you are hungry for our “bigger, better, premium”
franchising opportunities, visit
http://carlsjrfranchising.com/international or
call (866) 253-7655 to join the Carl’s Jr.®
franchisee team today!
Raffles City, China
Monterrey, Mexico
Vejle, Denmark
Jakarta, Indonesia
THANK YOU