To paraphrase Shakespeare, a citizens by any kind of other name would taste just as beefy. Americans in assorted parts the the nation have viewed this concept play out firsthand if they've ever stopped into the drive-thru at Carl's Jr. Or Hardee's, relying on whether they're top top the West Coast and Northeast or South and also Midwest, respectively. If both restaurants sports red and also white cursive logos with a smiling yellow star (his surname is Happy, through the way), they've preserved a precarious joint-personality, both unified and also not, in terms of their menus and also advertising. That foggy connection is set to clear up, however, together CKE Restaurants announced yesterday it would certainly be taking the fast food chain in separate an innovative directions.

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As us covered previously this year, the smaller sized 1,633-location Carl's Jr. Wing of the firm has collection its sights ~ above expansion, putting what it calls its flagship save in the heart of Manhattan with one more 30-plus restaurants opening global this previous month. Meanwhile, the larger Hardee's footprint, purchased by CKE in 1997, has been a mainstay of middle American rapid food choices with over 2,244 locations. Together sister restaurants, the latter has, if adopting much of the Carl's Jr. Menu, controlled to stick come its home-style appeal, with the former incorporating Hardee's handmade-quality items into its guy's guy grub image.

While parts of the brand will continue to be connected, the announcement of a so-called parting of means is concentrated on Carl's Jr. Detect its own voice. The voice? Matthew McConaughey, who videotaped a rhythmic track for the brand (though isn't an official spokesperson) about its west Bacon Cheeseburger.

The separation of the brand is beginning with that brand-new advertising push, which will certainly be spearheaded by an innovative agency Havas, the company behind the McConaughey ditty and also upcoming accompanying commercials.

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CKE Restaurants CEO Jason marker teased that change in focus previously this year at the opened of Manhattan's an initial Carl's Jr. Location. "We fundamentally think the brands space two various brands, and also that's a substantially different approach to exactly how we're going to manage them moving forward," mite told united state at the time. "They're both tremendous brands in their own right through incredible local equities and also people have enormous loyalty towards them. room in different locations with different consumers and we're going to manage them that way, for this reason that's a big change because that the business. We're going through really exciting time at the moment, we're pitching advertising agencies, it's a time of change and breakthrough for the brands," mite said.

CKE test kitchen manager Owen Klein likewise laid out how the firm views that regional equity, citing that, "the majority of restaurants space in southerly California, so items like guacamole burgers and jalapeño burgers really speak to the customer <...> Hardee's caters to more of a homestyle, down-home-type audience that desires their food done right and to taste good, so a little an ext southern-geared and more about the organization model."

Those inklings of separate brand identities to be solidified through CKE in an email to Food & Wine this afternoon. "Carl’s Jr. Will proceed to celebrate its unique West shore feel, yet we’re offering the brand an leaf to do it even harder to ignore. You can see that come to life in the new campaign that features in-your-face imagery with Matthew’s top voice and also swagger. Indigenous here, we’ll continue to carry the edge come life in methods that make feeling for the brand, constantly keeping quality, taste, and value the the food firmly together the star," a CKE spokesperson said. "Hardee’s is food the feeds the soul and also rests on our handmade American classics like make From scratch Biscuits and hand-scooped milkshakes. Ns don’t want to provide too lot away appropriate now, however rest assured, regardless whereby they sit and who they serve, quality, taste, value and an tremendous customer experience will always sit in ~ the center of both brands."

So what deserve to you mean to see transforming at your local Carl's Jr./Hardee's in the near future? Initially, once CKE acquired Hardee's, some locations were converted to Carl's Jr. Restaurants, however, a spokesperson because that CKE tells united state via email there space no plans to carry out so at the moment, definition whatever variation of the formerly jointed chains you've got down the block is going to continue to be that way. Additionally, the menus won't see any kind of subtractions just yet, but new items will certainly be in the works. "Carl’s Jr. And also Hardee’s will certainly still share part product launches. Our brand-new Charbroiled Slider food selection is a an excellent example of commodities that work throughout both brands. In April, we’ll release our Jolly Rancher milkshake nationwide in both restaurants. Yet as we begin to create two distinct brands, it just makes feeling to develop exclusive menu items because that each."

For now, all the agency is saying concerning brand-exclusive food is that Hardee's customers have the right to expect a tiny something different in the morning, together it furious "we’re going come get an imaginative with breakfast and also biscuits." Hey, we've only acquired Carl's Jr. Roughly here. Can we get some an imaginative biscuits, too?