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Research and Markets: Hardee's Benchmark Analysis Provides Readers with Unique Data and Insight into a Premium Positioned QSR Chain

DUBLIN, Ireland-(Business Wire)-October 2, 2008 - Research and Markets (http://www.researchandmarkets.com/research/d55fa6/hardees_benchmark) has announced the addition of Restaurant Research, LLC's new report "Hardee's Benchmark Analysis" to their offering.

The Hardee’s system which was founded in 1960 has restaurants located primarily in the Southeastern and Midwestern states. The concept’s brand leadership has done a laudable job of carving out a niche in QSR with its decidedly politically incorrect strategy of feeding young, hungry males immense hamburgers. Of course, success in this endeavor has attracted competition but we have been surprised how resilient this niche has remained throughout our current economic challenges.

While absolute low price points do not play into this concept’s strategy, we note that Hardee’s plans to address its dearth in a solid value proposition (other than occasional coupon drops) with new downsized products at correspondingly cheaper prices. We think this is the correct strategy for the times as it will also act to broaden the concept’s appeal beyond just heavy QSR users. All-the-same, Hardee’s still has more work to do to fix operations (particularly speed of service) while figuring out how to speed-up the reimaging of its outdated plant.

Not to mention, management still has to prop-up a very low AUV perhaps by convincing franchisees about the merit of a Red Burrito co-brand or otherwise. In conclusion, Hardee’s turn-around is mostly complete with the brand pointing in the right direction although we believe more work is needed to execute the details.

Analysis of the Hardee’s restaurant concept provides readers with unique data and insight into a premium positioned QSR chain which is managing to hold its own in a difficult economic environment.

Key Topics Covered:

Strategy

System statistics

Sales performance

Operational performance

Unit level data

Remodeling

Franchisee overview

Companies Mentioned:

Hardee's

Carl's Jr

CKE Restaurants Inc