Hardees Bucks the Health Trend

Rather than offer more salads and healthy choices, as most fast food places are attempting to, Hardees is offering a new 1400 calorie burger


As many fast-food restaurants cut back the fat and calories in their offerings, Hardee's Food Systems Inc. is betting that Americans are ready to sink their teeth into its new and improved "Monster" burger.

St. Louis-based Hardee's said its new burger boasts two 1/3-pound slabs of Angus beef, four strips of bacon, three slices of American cheese and some mayonnaise — all on a buttered, toasted, sesame seed bun.

Personally, I think it looks good. But more importantly, I wonder if Hardees can be successful by going against the flow. I think they have branding issues, but this may help change that. The questions for the long-term are, can they succeed in branding themselves in a highly competitive industry, and do they really want to be known as the least healthy fast food restaurant?

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