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John Koncki – Director, Product Development & Optimization

Turkey Burgers Carl’s Jr. & Hardee’s. John Koncki – Director, Product Development & Optimization. Carl’s Jr. & Hardee’s. Premium-quality, restaurant-style burgers Innovative menu items 100% Black Angus burgers Made From Scratch Biscuits Hand-Breaded Chicken Tenders

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John Koncki – Director, Product Development & Optimization

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  1. Turkey Burgers Carl’s Jr. & Hardee’s John Koncki – Director, Product Development & Optimization

  2. Carl’s Jr. & Hardee’s • Premium-quality, restaurant-style burgers • Innovative menu items • 100% Black Angus burgers • Made From Scratch Biscuits • Hand-Breaded Chicken Tenders • Hand-Scooped Shakes & Malts • Demographic: Young, hungry guys • 18-34 year old males • Unapologetic about our big delicious burgers & other premium offerings

  3. Turkey Burgers • Advances in food technology • AdvancePierre Foods • Six Dollar Burger • Partnership with Men's Health magazine & Eat This, Not That! line of books • Similar demographic • Created a line of Turkey Burgers • Each under 500 calories • Signature charbroiled flavor • Craveable with bold, premium toppings

  4. Marketing Plan • Miss Turkey commercial • Nothing sells a burger better than the real Miss Turkey in a bikini covered with pictures of turkey burgers • National media buy • millions of views • Standees in restaurants • Raised awareness with digital campaign & social media • PR media outreach

  5. Sales • Turkey Burger Sales • Among the three top-selling product launches in brands’ history • Same-store sales increased following launch • Q2 SSS +2% at Carl’s Jr., +2.5% at Hardee’s • Q3 SSS +2% Carl’s Jr., +1.8% Hardee’s • Brought in new guests, infrequent guests • Still appealed to our core of young, hungry guys

  6. Outcome • Offered healthier option, still craveable and delicious • Turkey Burgers now a permanent menu line • Line extension You can offer lean, lower calorie burgers...But they still have to taste great.

  7. Q & A

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