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Hardees: Brand Portfolio Project Advertising - Case Study Example

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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. that meet its thorough values (Farfan). The Hardee’s restaurant also has a mission of achieving operational excellence, guest service and product innovation to attract and retain guests (Farfan). Therefore, the Hardee’s restaurant aims at serving great food to make customers come back for more (Hardee's). Employees of the Hardee’s restaurant work hard to exceed customers’ expectations. Company Objectives and Strategies The Hardee’s restaurant seeks to offer a clean and wholesome environment for consumers (CKE Franchise 1). The restaurant also aims at creating awareness about the Hardee’s and Carl’s Jr. Further, the Hardee’s restaurant seeks to create customer loyalty. Hardee’s also aims at positioning itself and its products as the only restaurant that thick burgers with one third to thirds pound of beef per burger. The Hardee’s restaurant seeks to build its brand to be recognized in the fast food industry, across the world. The restaurant focuses on worldwide expansion. The Hardee’s restaurant has an objective of making a positive impact on the community so as to get opportunity in the cities (CKE Restaurants). Greater sustainability is the core objective, pertaining to corporate responsibility of the Hardee’s restaurant. Among the strategies that the Hardee’s restaurant uses to achieve its objectives is working through franchise to promote sales. According to the restaurant’s management, franchisees must ascertain their financial capability of successfully capitalizing a Hardee’s restaurant venture (CKE Franchise 1). Secondly, the Hardee’s restaurant targets a large consumer segment by offering a clean and ...Show more


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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Hardees: Brand Portfolio Project Advertising
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