The stakes are high considering the scope of CKE, which has 3,800 franchised or company-operated restaurants in 44 states and 41 foreign countries.
CKE'S approach had been to emphasize that it served the kinds of items fast-food visitors wanted, but a bit more upstream to what quick-service restaurants offered; for example, their burgers were one-third or one-half of a pound, not one-tenth, and menu items included hand-scooped shakes and fresh biscuits.
It's also revamping its yellow star logo and bringing in a CEO to replace Andy Puzder, who is leaving after failing in his bid to become President Trump's Labor Secretary.
and Hardee's featured sexy TV ads with Paris Hilton and Kate Upton lustily devouring drippy hamburgers. With its customers demanding higher quality, the restaurant is making changes, starting with a TV ad campaign that openly mocks the sex-fueled formula that led to higher sales for years.
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