Hardee's now offering Ribeye Steak, Egg & Cheese Biscuit; product retailing for US$2.99 by itself or US$4.69 as small combo with hash browns and a beverage

Nevin Barich

ST. LOUIS , October 22, 2012 (press release) – Hardee’s® is adding another tempting biscuit sandwich to its already famous breakfast menu. The chain is making the classic breakfast combination of steak and eggs even better - and also portable - with the addition of the new Ribeye Steak, Egg & Cheese Biscuit. Now available at all Hardee’s locations, the Ribeye Steak, Egg & Cheese Biscuit features thinly-sliced ribeye steak, a folded egg, and Swiss cheese, all nestled inside one of Hardee’s famous Made from Scratch™ buttermilk biscuits.

“We have offered our customers a wide variety of classic breakfast menu items over the years but we have had a tough time finding the ideal way to make steak and eggs work on one of our Made from Scratch buttermilk biscuits,” said Brad Haley, chief marketing officer for Hardee’s. “After trying many different versions, we found that piling thinly-sliced ribeye steak on a biscuit with egg and cheese delivered a very delicious steak and egg breakfast sandwich that was also easy to eat on the go. It really tastes like prime rib on a biscuit.”

The new Ribeye Steak, Egg & Cheese Biscuit is available for $2.99 as an entrée and $4.69 as a small combo with Hash Rounds® and a beverage. Prices may vary by location.

The Ribeye Steak, Egg & Cheese Biscuit will be supported with an intriguing new Made from Scratch buttermilk biscuit advertising campaign, created by Los Angeles-based agency, 72andSunny. The new campaign stars award-winning Hardee’s biscuit baker Shirley Jones and showcases the made from scratch baking process through extreme close-up photography and unique camera angles and movements. The first ad can be viewed here on the Hardee’s YouTube channel.

About Hardee’s

Celebrating more than 50 years in the quick-service industry, Hardee’s Food Systems is a wholly owned subsidiary of CKE Restaurants, Inc. of Carpinteria, Calif. As of the end of the second quarter of fiscal 2013, the Company, through its subsidiaries, had a total of 3,279 franchised or company-operated restaurants in 42 states and in 26 countries, including 1,333 Carl's Jr.® restaurants and 1,939 Hardee's restaurants. For more information, or to find a Hardee’s near you, go to www.hardees.com. Hardee’s social media sites include www.facebook.com/hardees, www.twitter.com/hardees and www.youtube.com/hardees.

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Contacts

Hardee’s
Jenna Petroff, 314-259-6277
jpetroff@ckr.com

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