Strategic Marketing Plan
Carl Karcher Enterprises, Inc. (CKE) Restaurants is a California basedholding company that operates through franchises and licenses for
Carl’s Jr., Hardee’s, Green Burrito, and Red Burrito concepts
(CKE,2011). A feature product for Carl
’s Jr. and Hardee’s, the Six Dollar
Burger was and still is the pioneer of premium Black Angus burgers inthe Quick Service Restaurant industry. Following the introduction of the Six Dollar Burger in 2001, many other fast food chains emulatedthe concept;
competitors include McDonald’s, Burger King, Jack in theBox, and Wendy’s.The launch of CKE’s Six Dollar Burger into a mature market received
positive reviews, which resulted in the introduction of a full line of Six
Dollar Burgers featuring different variations of the “Original” such as
Hawaiian Teriyaki, Guacamole, Portobello Swiss, etc. Our premiumSignature Six Dollar Burger line offers a competitively uniquecombination of top quality ingredients and convenience at a value-added price. We are targeting nonspecific segments in the consumermarket, taking advantage of the opportunities indicated by higherdemand for better-quality and higher-priced offerings in the QSR
industry (Hoyland, 2009).The primary financial objective in the next year is to increase blendedsales by an additional 2.3%, comparable to the increase in fourthquarter sales of fiscal 2011 (CKE Restaurants, Inc., 2011).Furthermore,
“for the fiscal 2012, the Company expects capitalexpenditures to be between $60.0 million and $70.0 million”
(CKERestaurants, Inc., 2011).
QSR is an acronym for Quick Service Restaurants.