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Carl’s Jr. blames discount wars for poor sales
November 11th, 2009, 4:32 pm · 88 Comments · posted by Nancy Luna, Staff Writer
Exclusive: McDonald’s McRib is back!
The unrelenting fast-food discount wars have left CKE Restaurants battle scarred.
CKE reported dismal sales for October. Here’s the financial report via Reuters.
CKE same-store sales fell 5.4 percent, sending its shares down as much as 7 percent on Wednesday.
“Unemployment rates have continued to worsen while our competitors have escalated the deep discount burger wars. Both these events are having an adverse impact on same-store sales results for everyone including us,” Chief Executive Andrew Puzder said in a statement.
Comparable sales in October fell 7 percent for Carl’s Jr and 3.4 percent for Hardee’s brands.
Mafia ad update: Carl’s Jr. responds to reports that they “pulled” their mafia-style Parmesan Chicken sandwich ads due to backlash from Italian groups. CLICK HERE or see thread below
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LOL! Of course it’s NOT the food or service. LOL
Almost what I was going to say word-for-word!
It is always something else for Carl’s Jr.
Not the white-trash buddies at the top who run a nasty sleazy corporation
too funny.
I actually like Carl’s but I find myself going there less and less and less over the years. I should be one of their key demographics. early 30s, good income, educated, unmarried, male. marketing fail. I guess I just don’t like ordering stale, overcooked, sloppy food from undocumented people with very poor language skills that don’t care about the customer. not that their food is CHEAP, which is probably why they protest so much about “burger wars”, because then they’d actually have to charge the correct price instead of $7 for a lousy, unsatisfying burger combo meal.
to be fair, the Carl’s closest to my house is probably one of the best run I’ve ever seen and I’d go there over most others. but that’s not saying much.
The Big Carl sucked plain and simple. That’s why people didn’t buy it.
Yeah, I fell for the ad for the parmesan chicken sandwich - that’s the last time I eat at Carl’s for a long, long time…it was awful.
Maybe it was all those Italians crying foul about those stereotypical ads?
I think most Carl’s commericals are gross and in poor taste, no pun intended. I haven’t seen the recent one with the Italians, but it’s probably offensive as well. That being said, why does everyone in this country have to gripe about “stereotyping” and imagine they are being targeted because of their ethnicity? It’s gotten to be too much. People should take cues from earlier immigrants such as the Irish, who, in the face of “No Irish Need Apply” signs, rooted themselves in this country and didn’t piss or moan about being compared to leprechauns. The Irish thrived in the face of adversity and others really ought too learn from this stalwart group.
I honestly don’t know, I’m half Italian-American and never seem to get it when groups overreact like this. but then, I can’t relate to Nancy Pelosi either, and she’s as Italian-American as they get.
Fortuneately, we micks are a drinking lot, and we didn’t even notice they didn’t like us ; )
This just in:
Fast-food chain Carl’s Jr. has stopped the ad campaign for its Chicken Parmesan Sandwich after Italian-American groups complained about the mafia-themed commercials.
The California Italian-American Task Force and the National Italian-American Federation praised Carl’s Jr.’s parent company CKE for its decision not to buy more TV slots for the ads, which feature mobster and garbage man characters that critics said showed negative Italian-American stereotypes, Nation’s Restaurant News reports.
In the ad, a man sits in his car eating the Carl’s Jr. Chicken Parmesan Sandwich as marinara sauce drips out of his mouth and down his shirt. When two mafia goons approach the car, the man plays dead. Fooled by the sauce dotting his shirt like blood, they leave him alive assuming someone else killed him before they arrived.
“NIAF was pleased to see the positive steps taken by Carl’s Jr. Restaurant to remove negative, inaccurate and unfair characterizations in their recent commercial advertisements,” Jeff Capaccio, the group’s regional vice president for the Far West, told the paper. “These advertisements only fuel further incorrect assumptions about an entire ethnic group.”
Controversy is nothing new for Carl’s Jr. Earlier this year, the company launched a racy ad featuring Padma Lakshmi inhaling a Western Bacon Thickburger.
Beth Mansfield, director of public relations for CKE told Slashfood that the company, which is also the parent company of Hardee’s, “adopts a creative approach” to its advertising. “It is intended to communicate the core message of our premium-quality food to our target audience of ‘young, hungry guys.’ We do not aim to exclude or offend any other groups with our efforts, but merely to appeal to and amuse a very specific audience. We understand that not everyone may view our advertising the same way, so we respect all views and welcome comments and feedback.”
The company decided not to extend the media run for the Parmesan Chicken Sandwich, but the campaign formally ended on Nov. 8, although the commercials may still make appearances “infrequently in limited markets,” Mansfield said.
But it’s still offering $1 off coupons on its Web site.
After the Chicken Parmesan campaign, Carl’s Jr. and Hardee’s will be taking another stab at McDonalds, Mansfield told Slashfood.
Its next ad campaign for Carl’s Jr.’s Big Carl burger and Hardee’s Big Hardee burger will target the McDonald’s Big Mac in “round three of the Premium Burger Wars,” which Mansfield said the company calls “McSmack.”
“The direct comparison worked so well and we got such a great response from them, that’s what we’re looking at doing again,” she told Slashfood. “We just keep kicking the shins of that 800 pound gorilla.”
I forgot to cite my sources…
.
.
http://www.slashfood.com/2009/11/11/carls-jr-stops-chicken-parmesan-sandwich-ad-campaign/?icid=main|main|dl1|link4|http%3A%2F%2Fwww.slashfood.com%2F2009%2F11%2F11%2Fcarls-jr-stops-chicken-parmesan-sandwich-ad-campaign%2F
Thanks JoJo. I asked Carl’s Jr. to respond to this Slash article…Here’s the statement spokeswoman Beth Mansfield sent me minutes ago:
For the record:
Carl’s Jr. did not pull the ad campaign for Parmesan Chicken Sandwich. Our media buy ended on Nov. 8. We merely let the special-interest group know as a courtesy that the buy would end last week and that we would not make an additional media buy.
CKE Restaurants, Inc., parent company of Carl’s Jr. and Hardee’s restaurants, adopts a creative approach to our advertising. It is intended to communicate the core message of our premium-quality food to our target audience of “Young, Hungry Guys.” We do not aim to exclude or offend any other groups with our efforts, but merely to appeal and amuse a very specific audience. We understand that not everyone may view our advertising the same way so we respect all views and welcome comments and feedback.
To this end, we have decided to not extend beyond our current media buy for the Parmesan Chicken Sandwich. The commercials may still appear infrequently in limited markets.
Your Welcome, thanks for the update Nancy.
oh poor baby!…its all about business here so live with it!
I thought the ad was funny. But my boss Tony didn’t.
All my Italian friends think that they are gangsters, in reality their just a bunch of thugs with money, god forbid they read this post, I don’t want them to cry about my comments…HA
What is the point of Italian gangsters advertising a Chicken Parmagiana sandwich? The marketing tecnique is all wrong sterotyping Italians that way. I did try it. They should change the bread to a crusty roll instead of the same o’sandwich bun. They say sales are down. They should check the ordering and see if gross sales match. The Managers should be held accountable for sales at each store. The workers are fine as long as they understand English.
slow service way over priced menu not worth the visit
When you get upset about a stupid commercial, I think you need to get a life! Just a joke !
The problem is the sky-high prices!!! Western Bacon sandwich combo meal is about $7.50! If they were to take down their prices to a more reasonable cost they would attract more customers (after all this is a RECESSION!) and with more customers they will make a profit.
I also DO NOT recommend their standard burgers…. They will leave you feeling sick due to the grease. Almost as bad as the food at Denny’s!!
So let’s see… Carl’s prices are too high and bad food, McDonald’s had high prices and hires illegals, Jack in the Box has decent food and prices aren’t too bad, but they hire illegals. What’s left? Booger King?
No thanks… I’ll pass on all of those and go to Chick-Fil-A. - great prices, great service. Can’t beat them.
McDonalds doesn’t hire illegals - unless of course the illegals have illegal green cards and or social security cards, sold to them by bon-a -fide card carrying US Citizens.
Ditto for Jack in the Box.
Oh - you forgot to say Chick-fil-a hires illegals. The one in The District has workers of many races working there, so of course if they aren’t “white”, they must be illegals.
wow are you confused. I think she clearly said the opposite regarding Chick-Fil-A.
Sarcasm - sometimes it doesn’t translate too well.
oops - I must be illegal.
I think mvmommy needs to take a spa day and relax. something does not compute.
Carl’s Jr. has all perfect employees? really? out of all those 3 you seem to give them a pass, but at least half their employees are awful. and I’m not just talking about the line cooks.
If they built a product like In N Out burger does they wouldn’t need these gimmicky add campaigns…………..it’s the food….it’s the food….it’s the food!
Eric, In N Out burger is way overrated!
Overrated by who? Tell that to the long line of people inside the store and in the drive-thru line everyday.
I know several managers that work there and employees that work there (current & former) all say the same thing. People line up because it’s inexpensive.
Agreed! The food business has always been just as much about company image and presentation as the actual food product. In and Out has mastered the company image messaging- simple, tasty, natural, wholesome, etc……Carls seems to just be all over the place with no real focus
JoJo, when was the last time you saw a coupon or a commercial for In N Out burger?………the last commercial I saw was about 15 years ago and the last coupon I saw was about………….um let me think………never!
I’ll take In N Out’s business model anyday over Carl’s…………Carl’s makes everything from burgers to chicken to fish to salads to mexican food and none of it’s very good………INO makes one thing spectacularly!
In N Out runs very strategic 15-second tv ads just about every year. they’re few and far between - you have to look for them - but they are out there. it’s the 30-second ads which are nonexistant, that’s true.
yep jojo. that’s the big “deal” about In N Out.. not that their food blows everyone else away, but it’s dirt cheap (perfect for students with no money, look around next time), simple, and tastes pretty good. and people, especially teens and 20 somethings, think their secret menu is “fun”.
anyway eat there more than once a week and you’ll see. you’d get sick of it pretty fast. at least the ingredients are fresh and they make it to order so that’s better than not.
No different then in China…..fast food now has to compete with reasonably priced and better product from small restaurants that have great lunch specials. Given the time, the small restaurant wins every time. Add to that, the fact that you can pay with a credit or ATM card at the restaurant with no penalty, while my local Carl’s in California charges me $1 for the privilege of using my card.
Now add to all of this, that, at least here in California, the fast food industry is one of the largest employers of illegals (most often with stolen SS numbers so the employer can have plausible deniability), who can’t understand anything that isn’t on a button in front of them….God help you if you want something changed..you better speak mexican (no, not Spanish, they lack the education to understand proper Spanish)…and the drop in sales shouldn’t come as a huge surprise……hopefully, the trend will continue and there will be less employment opportunities for these highly skilled illegals in this State.
tt says “my local Carl’s in California charges me $1 for the privilege of using my card.” Did you know if your ATM has a Visa or Master Card symbol they do not charge you a dollar to use your card, let me guess your too dumb to know this? Also if you have proof or facts of hiring illegals prove instead of just blabbing your big mouth, this is a FOOD BLOG last time I looked and not a hiring blog, maybe you should address your concerns to someone who cares.
Nancy sorry for this post, It’s rude of me to stoop down to this persons level.
BUT you have to say “Credit” if you use your MC or Visa Debit card. Or else you get charged. I emailed Carl’s about this very matter about 6 mos ago and I got a very nice reply that said they weren’t the only ones and I emailed back and told them that nicely - yes, they were - and have yet to receive a reply.
yes it’s true. they will charge .75 - $1 every time if you let them. and if you tell them ‘credit’ they’ll probably look at you funny and not know what to do. it’s a giant scam and they’re raking in the money.
makes an already overpriced combo meal around $8.50 after they’re done sticking you with the fees. luckily Jack in the Box never charges, neither does McDonald’s nor most other establishments.
I’ve found Carl’s is one of the few places that even charge at all anymore, which is why I never go there the rare times I’m craving their food but I don’t have cash on me.
Just to make it clear - having the Visa or MC logo on your card isn’t enough, you have to be sure to use it as a credit card and not as an ATM card. I think the option may be on the card reader or the counter-person will ask. You don’t have to be ‘dumb’ not to know this.
Ever since they changed their french fries I hardly go there. If I do I rather buy two hamburgers or something other then their fries. The Big Carl is pretty good though. Not bad for the price. Their breakfast burger is also good for breakfast. I also like that Teriyaki Burger with a side of them pickled peppers.
their “six dollar burger” (really need to do something about that name) is not bad, but I won’t eat the Big Carl, I’d rather have a Bonus Jack or Big Mac. I agree their fries are totally average and I avoid ordering them when possible, miss the old crinkle days.
on the name, it used to be making fun of restaurant burgers that cost $6 and up, but in a restaurant those come with fries! in Carl’s it costs $4 and don’t. plus if you get a bacon version or any other, it really does cost $6. abandon the name completely and call it something else…
If I owned a Carl’s Jr. restaurant, I would enhance the 1$ menu! Even better, I would set out on the counter, cards that you can use every time you purchase something. When you do a whole will be punched out of the card. If you purchase something 5$ or more and visit 4 times within a month, then you get 2 hamburgers, 2 fries, and a med. drink for free! Or something similar to that! Anything to bring in customers!
I guess their gross food has nothing to do with it.
The CEO places part of the blame on worsening unemployment rates yet has been contributing to the number of people unemployed. Just last month the office in Anaheim laid off quite a few full time employees and has being doing so, for over a year, across the country. The weight is always cut from the ‘general pool’ but never the top and many loyal workers are put out. Maybe, as a CEO, when he is seeing that the pie isn’t as large, HE should take a smaller piece.
Yeah, I fell for the ad for the parmesan chicken sandwich - that’s the last time I eat at Carl’s for a long, long time…it was awful.
Mike I wish I would have read this earlier , you are so right , the thing was the absolute worst thing ever!
I want the steak sandwich back. I can’t believe that thing only lasted a month. man, I was pissed… finally they have something I want and they abandon it.
I agree, I had one this past weekend at the one near Angels Stadium (Sportstown?). It had no flavor whatsoever. I barely managed to eat half the sandwich, and that was with hubby taking a bite. We only went because they had a Freestyle machine, but that won’t be enough to get me back in their door.
I would probably eat there more often if there was a store close to me. I happen to live were I don’t have any fast food close by. That helps the pocket book and the waist line. I’ve always enjoyed Carl’s Jr. Would eat there more often if one was close by. I don’t take a bus just to get food.
Can anybody just have a sense of humor anymore? I thought it was clever and funny as hell, as was the Taco Bell Chihuahua. I’m not insensitive…I am a registered Native American and I do not expect schools to change their mascots or baseball teams to change their names because of “so called” sterotypes. People, relax already…so much more to worry about.
BTW…their food is not very good and very overpriced!
i could give a rip about their insulting ads… insult away! i have been eating at carl’s since i was a little kid — but holy smokes!!! the food in the last few years is just awful! the quality is just awful, the prices have not remained competitive, and the service is mediocre at best.
so long carl’s. you won’t see me for a long long long time!! might as well take my 5 bucks where i can get some edible food.
Look at McDonalds (MCD) their stock has consistently done well even though they have a value menu. The difference between CKR and MCD is consistency, value and innovation. I think the food is better at CKR at peak times.
Carl’s has lessened the quality and raised the prices. They had a reputation for quality like no other (including In-and-out) in the 70’s. Gimmicks and high prices won’t turn this company around; get rid of Puzder to start.
it’s CKE. and yeah definitely go there only during peak hours. or else you’ll be sorry (maybe they should call it the 5-hour burger not the 6-dollar burger)
I was referring to the stock which is “CKR”; obviously, you’ve never owned this turd of a stock.
They also spike their prices. I’ve had multiple experiences of ordering Chili Cheese fries and been charged 75 cents more. I asked the person at the drive thru window why I was getting charged extra and she said the posted price was wrong. I said it is the advertised price, they need to honor it.
She got extremely mad, opened the drawer, took 2 quarters, and threw them at me. It wasnt even the right amount of change back. I was totally shocked.
I contacted Carl’s Jr to tell them what happened and got no response.
They lost my business that day. Both through their employees actions and their lack of response. I used to eat there 2-3 times a week. I havent eaten there since.
wow ridiculous!! if it’s “wrong”, change the sign then, DUH
With all of the successful movies and tv shows about the mob- they are upset about a commercial- they need to grow a …. what a bunch of limps
My problem with them is very simple–lettuce. I don’t care for lettuce on my burgers, so I always order them WITHOUT LETTUCE. Better than 80 percent of the time (until I gave up in despair), Carl’s non-English speaking help would PUT LETTUCE ON MY BURGER. My choices were to pick the danged lettuce out of my burger (and invariably miss some of it) or go back and complain, thereby defeating the idea of FAST food, so I just gave up. Why is it so hard for people NOT to do something?
Burger King gets it. McDonald’s gets it. Heaven knows every independent, mom-and-pop burger joint gets it.
I hate tomatoes, so what? I ask for no tomatoes and usually get it. the places that still screw it up, I pick it off. even though the dang thing leaks seeds and juice all over my food, it didn’t kill me. I move on with my life.
…my life…which is evidently posting to this blog!
I just watched a movie Idiocracy from a few years ago about how the world will be destroyed because stupid people reproduce more often than those with high I.Q.’s. Anyway, Carls Jr. was featured rather prominently in the movie. Overweight illiterate people were buying their fries from automated kiosks. This movie is a comedy by Mike Judge who does King of the Hill, Beavis and Butthead and Office Space.
Hopefully the world will not be taken over by idiots. Hopefully Carl’s Jr. is doing poorly because people realize their food is awful and overpriced.
too late - they’ve already taken over!
Want a great burger ? In & Out
Carl’s was OK back when they had a salad bar. You could just buy some 99 cent burgers and dress them up for free, of course the minimum wage wetbacks working their didn’t care if you stole from the boss.
Gee, Carl’s Jr.,
Do you think outrageously high prices and mediocre food could have something to do with poor sales?
Carl’s used to have some semblance of value, when you could get a burger, fries, and a drink for a buck or two. When yesterday’s $2.99 combo is $5.99 and up, and yesterday’s $.79 zucchini is $2+, you’re in big trouble.
The CEO takes the cheap route…blame the poor sales on anything but the actual product or deliverable. If there was success going on, I’m sure he’d take personal responsibility for that. A high quality leader takes ownership of all results…for once, just stand up and take responsibility for choices that are not working out, re-group and commit to doing something different. It was Rupert Murdoch this year who said that the new normal of this economy will now longer be a battle of the big companies, it will be between the fastest. The ones that can assess, respond and take ownership for results. Stockholders beware…this company is not responding to the new environment quickly enough and passing the buck on to the consumer.
is that the same pompous idiot calling the shots on the commercial ? what a jerk, great to see the guy try to save face and make excuses for their company’s lame performance.
In & Out ! best hamburgers, good prices and best of all all the workers speak English, They are real teenager’s just like in the olden days.(at least in HB) It’s a 6 mile drive but I like being able to order without using sign language
But in the olden days, only men were allowed to work at In -n - Out and also at McDonalds.
and…..?
hmm maybe 1940’s, we’re talking 21st century now mom.
Try the 1960’s and 70’s. Yes I am older than you and I went to McDonalds and In - n -Out then (I was a teenager) and the only people working there were white teenage boys. Ask your grandparents. This was before Title IX (yes I know that was about sports, but it also opened the doors for employing women).
Are you sure you want more readers of your food blog, Nancy? Do you really want the ignorant racists who comment on the rest of the ocregister site to migrate over here?
Thank You Sidney
I enjoy both of the OC Register food blogs and it is always annoying when it appears on the front page because than the ignorant, racist bpsqwerty and ocobserver crowd shows up and ruins it. There is enough hate and loathsome behavior already in this world. To perpetuate it anonymously behind a computer screen just seems pathetic and powerless.
But you are wrong about In N Out, Jojo…overrated it is not
Carl’s does a terrible job promoting their dollar menu items. Most people don’t even know Carl’s has a dollar menu!
You can basically get the same thing as a mcdonalds quarter pounder (except char broiled) for $1 at Carl’s. They call it the “Big Hamburger”. Yet it’s hidden on the menu.
Carl’s is great, IMO. I either get the Big Burger or the Western Bacon and have never been disappointed. ONLY issue are when I have ordered and gotten someone else’s order, had something on my burger I don’t want (I order very specifically when I get something that varies from the menu. If I get a Big Burger I get it with pickles, tomatoes and ketchup ONLY. How does that read ‘mayo’? How does that read ‘lettuce’ instead of ‘tomatoes’? I dunno…) or, one time, I got what I can only assume was the six dollar burger instead of the regular sized meat patty. I was charged for regular size, but got a rather large sized upgrade…
I tried the ‘angus’ burger at McD’s and it was TERRIBLE.
While ordering a cheeseburger at In N Out on Sunday for my youngest I realized I was paying $1.99 for a teeny tiny meat patty on a giant bun with only cheese and ketchup? REALLY? Yeah- those prices are SO not worth it. Seriously- she finished the burger and had a ton of bun left over!
Lunch on Thurs: western bacon…
btw: the ads for the chix parmesan? People who said they were fooled by it and bought one? Really? REALLY!? Chicken patty, cheese, red sauce and bread? How is that convincing?
how does that read “mayo”?
because they don’t speak ENGLISH!! that’s how. gee, and people wonder why their “custom” orders come out wrong. time to go somewhere else if you want it made just right.
I get custom orders at Mcdonalds and they come out perfect. The reason I order custom is that I want my food hot.
99 cent big burger is one of my favorites. I eat very often. it is inexpensive food for me. I am very thankful that company such as Carl Jr is offering affordable meal, in this recessionary time.
Those fries they sell are terrible. They used to be ok, but once they changed them, forget it. They are awful. Ever since they changed the fries, I quit going.
HEY CARL’S….YOUR FRIES SUCK!
I wonder, do they get the orders right anymore? Do they speak English? i wonder why Chick fila and In n out do so well……
This Andrew Puzder guy is a clown and probably has never gone throuugh his own drive thru’s!
Drive around and go through at 5 of them and you will see what’s wrong with your business.
And yes the fry’s do suck!
good food, by Americans for Americans…
I see all sorts of people working at Chick-fil-la; also at In-N-Out.
And how do you know they are “Americans”? Maybe they are working with a green card or work visa? Do you ask them? Do you require them to show proof of citzenship before you buy?
Jeezzzz……
The Carl’s Jr. in our neighborhood is always very busy. It’s very clean and well run. Employees do speak English. They even check your order and place a checked by with employees name on it sticker on each order. It’s the only place that gets our orders correct, and we are a super picky and special request bunch of customers!
Carl’s is not cheap, but their dollar menu items are pretty good.
I limit my Carl’s Jr visits to whenever I have a coupon for a free drink and fries. I cut down my visits to fast-food burger places to bi-weekly instead of weekly, and now have about 30 restaurants in my rotation so that I only visit once a month if I want a different eating place everyday..
In Carl’s Jr. favor, I do like the Big Carl over both the Big Mac and Bonus Jack. But I haven’t bought a Six Dollar Burger in quite a long time, so maybe others are doing the same.
Haven’t tried the Parmesan chicken sandwich yet. I’m waiting for that coupon to come out.
Ever since they changed thier frys………….I don’t go there anymore.
Hey- wouldn’t be caught dead eatin that garbage they sell at at
Carl’s Jr.
If they bring back the old fries, then I will start coming back since its right next to my house. In the mean time, McDonald is kind of far but there fries are better then Carl’s Jr. current fries.