VALUES
QUALITY VALUES CONTINUOUS IMPROVEMENT

WE MUST CONTINUE TO EXCEL IN RESTAURANT FUNDAMENTALS
The importance of quality, service and cleanliness — the three basic tenets of running a successful restaurant business — cannot be underestimated. We also add to that environmental responsibility and resource conservation as a fourth restaurant fundamental. We are committed to making these an ongoing priority in our business. We will continue to succeed by adhering to a level of quality that exceeds those of our competitors and by promoting a culture that embraces these standards.

WE MUST REMAIN RELEVANT TO OUR CUSTOMERS
In the highly competitive restaurant industry, we know that we cannot rest on our past success. We must continue to innovate in order to remain relevant to our customers. We are committed to offering delicious and differentiated products, as well as improving the dining experience through aesthetic and technological enhancements.

WE MUST MANAGE OUR BUSINESS PROFITABLY
At the end of the day, our operating performance is the true test of whether we’re running a successful business. We are committed to a premium product strategy that emphasizes value versus volume and raises the bar for consumers’ expectations with respect to quality and price.

We are also committed to cultivating environmental responsibility in our operations. We believe our approach has the potential to improve sales and profitability over the long run at each of our brands.

WE HAVE AN OPPORTUNITY TO POSITIVELY IMPACT OUR COMMUNITY
CKE recognizes the opportunity we have each and every day in the cities and towns in which we operate to make a positive impact on the community and support environmental conservation. In the spirit of the company’s founder, Carl N. Karcher, CKE believes we can best share our success by taking a leadership role in the communities in which we serve. CKE is committed to helping the local community through programs that support area youth and assist families in need. Further, CKE pledges to reduce waste and decrease its impact on the environment wherever economically feasible.