CKE Press Release

Hardee's(R) Texas Toast Breakfast Sandwich (Photo: Business Wire)

July 25, 2013

Even the Toast is Bigger in Texas

Hardee’s reintroduces popular Texas Toast Breakfast Sandwiches with new ad starring professional bull rider and proud Texan, Douglas Duncan

ST. LOUIS--(BUSINESS WIRE)--It’s big, it’s buttery and it’s back by demand. Hardee’s® customers can once again enjoy a Texas-size breakfast with the return of Texas Toast Breakfast Sandwiches to the chain’s morning menu. Featuring two slabs of buttery, grilled Texas toast piled high with egg, American cheese, and a choice of sausage, bacon or ham, Hardee’s line of Texas Toast Breakfast Sandwiches is sure to satisfy the biggest of breakfast appetites.

“Even Hardee’s hardcore Made From Scratch® Biscuit fans like a little variety now and then, and our new line of Texas Toast Breakfast Sandwiches provides a delicious alternative for them,” said Brad Haley, chief marketing officer for Hardee’s. “When we first introduced them back in 2009, the Texas Toast Breakfast Sandwiches were very popular with our guests. That thick, buttery Texas toast provides a perfect complement to the savory tastes of eggs and sausage, bacon or ham. To announce the return of Hardee’s Texas Toast Breakfast Sandwiches, we enlisted the help of a true Texan, professional bull rider Douglas Duncan. Still banged-up from his last event, we didn’t even try to hide the scrapes on his nose since that is what real bull riders look like.”

The Texas Toast Breakfast Sandwiches reintroduction is accompanied by new ad creative featuring professional bull rider and Texan, Douglas Duncan. The spot was created by Los Angeles- and Amsterdam-based creative agency 72andSunny. It can be viewed on the Hardee’s YouTube channel (www.youtube.com/hardees) and will also begin airing on television next week.

Texas Toast Breakfast Sandwiches are available at participating Hardee’s locations for $2.49 as an entrée and $4.69 as a small combo. Prices may vary by location.

About Hardee’s

Celebrating more than 50 years in the quick-service industry, Hardee’s® Food Systems is a wholly owned subsidiary of CKE Restaurants Holdings, Inc. of Carpinteria, Calif. As of the end of the first quarter of fiscal 2014, the Company, through its subsidiaries, had a total of 3,347 franchised or company-operated restaurants in 42 states and 28 foreign countries and U.S. territories worldwide, including 1,391 Carl's Jr.® restaurants and 1,951 Hardee's® restaurants. For more information, or to find a Hardee’s near you, go to www.hardees.com. Hardee’s social media sites include www.facebook.com/hardees, www.twitter.com/hardees and www.youtube.com/hardees.

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