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Case Study example - Hardee’s: Brand Portfolio Project Advertising
Pages 9 (2259 words)
This essay describes the history of the Hardee restaurants and its promotion campaign. Hardee’s was started in 1960 by Wilber Hardee, who opened the first restaurant in Greenville, North Carolina. The feature that made the Hardee’s restaurant unique was the water purifying system…
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This "Hardee’s: Brand Portfolio Project Advertising" essay outlines main characteristics of the restaurant and how its brand works. After five months of operation, the Hardee’s restaurant had his first franchisee. The Hardee’s restaurant was initially known for its biscuits in the 1970s. The restaurant was acquired in 1997 by Carl’s Jr. This is because Hardee’s had overdone expansion, lacked product innovation and lacked aggressive public relations. Hardee’s had failed to strategically position its restaurants and products, and differentiate itself from its competitors (Michman and Mazze 42). In 2003, Hardee’s concentrated on producing Angus beef thick burgers. This gave the Hardee’s restaurant a competitive edge, and the restaurant became a leader in quick service, in terms of quality and taste.
Currently, the Hardee’s burger chain has become common and a favorite to many both in the Mid Western and South Eastern United States. The Hardee’s restaurant, currently, leads in the creation of delicious foods and fast food experience. Also makes edgy and memorable advertisements (Hardee's). The restaurant remains committed to first-class product offering for every brand that the restaurant markets. The restaurant also seeks to effectively manage its operations through continuous improvements (CKE Restaurants). High levels of restaurant cleanliness, guest services and convenience are observed keenly, within the restaurant. The Hardee’s restaurant has a mission of offering distinctive and craveable, first-class quality foodstuffs. ...
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