The burger wars are heating up, with Hardee’s and Carl’s Jr. challenging McDonald’s with, among other things, an attack on Big Mac, according to a story in the Wall Street Journal.
Hardee’s and Carl’s Jr. will offer mail=in refunds to customers who claim to like a McDonald’s Angus burger better than a Carl’s Jr. Six Dollar Angus Burger or a Hardee’s Angus Thickburger, according to a story in the Wall Street Journal.
Written by Julie Jargon, the story said that CKE Restaurants, which owns both Hardee’s and Carl’s Jr., see McDonald’s rollout last month of a $3.99 Angus burger as a perfect opportunity to change a perception among consumers that burgers at Carl’s Jr. and Hardee’s cost more than at McDonald’s. Carl’s Jr.’s Six Dollar Angus actually costs $3.99 and Hardee’s Thickburger costs $3.49.
The Big Carl burger comes with what the Journal calls a “snarky marketing campaign,” including TV commercials, Twitter, Facebook and YouTube elements.
WSJ Online subscribers may read the full story here.