The Orange County Register, Calif., Grillings Column.(Knight Ridder/Tribune Business News)

Knight Ridder/Tribune Business News,  March, 2000  by Lansner, Jonathan

Tags: LEARNING, Orange PCS

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Mar. 20--LEARNING THE HARDEE'S WAY: How do you sell drippy, California-style burgers to the biscuit crowd?

Ah, the challenges the Anaheim-based Carl's Jr. team still faces with Hardee's.

Certainly, it was logical to improve the look and burgers at Hardee's. They didn't need to insult the Hardee's customers, however, with an ad campaign featuring a mean, egotistical, cartoonish icon modeled after Carl's signature star. Sluggish sales proved that.

So here comes another generation of Hardee's ads, and there's definitely a "kinder, gentler" tone. In-your-face attitude ...

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