Carl's Jr.: Six Dollar Burger campaign

Prior to celebrating their 60th anniversary, Carl's Jr, one of the US’s leading fast-food burger chains, felt the pains of an aging icon.

Carl's Jr.: Six Dollar Burger campaign

Rayna Bailey

OVERVIEW

As Carl's Jr., one of the country's leading fast-food burger chains, prepared to celebrate its 60th anniversary in 2001, the brand was feeling the pains of an aging icon. Despite its reputation for serving quality burgers and for introducing innovative options not usually found at early fast-food establishments, such as self-serve beverage counters, the company was losing customers to a new niche: fast-casual restaurants. These restaurants had higher prices and better-quality food than found at fast-food places. Carl's Jr. was hurt further by the deep discounts on products that competing fast-food...

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