Hardee's Food Systems, Inc.: Revolution campaign

Rayna Bailey

In 1997, when it was acquired by CKE Restaurants, Hardee's Food Systems was a struggling chain in the Midwest and Southeast with a growing reputation for poor service and substandard food.

Hardee's Food Systems, Inc.: Revolution campaign

Rayna Bailey

OVERVIEW

In 1997, when it was acquired by CKE Restaurants, Hardee's Food Systems was a struggling chain in the Midwest and Southeast with a growing reputation for poor service and substandard food. By 2002 the chain had launched 10 different marketing campaigns in nine years, each designed to turn the chain's business around. The campaigns met with little success. To try and carve out a niche somewhere between inexpensive fast-food chains and pricier "quick-casual" restaurants, as well as to win back customers, Hardee's executives initiated the Hardee's "Revolution" in select test markets....

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