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Carl’s Jr. and Hardee’s introduced their new Hand-Breaded Chicken Sandwich platform as it takes on all comers in the chicken wars by reimagining their popular chicken tenders, which launched over a decade ago.
The new offerings are the Hand-Breaded Chicken Sandwich and the Hand-Breaded Chicken & Waffle Breakfast Sandwich at both Hardee’s and Carl’s Jr., along with the Hand-Breaded Chicken Biscuit at Hardee’s.
Owen Klein, vice president of global culinary innovation at CKE Restaurants, the parent organization for the Carl's Jr., Hardee's, Green Burrito, and Red Burrito brands, said the company has been hand-breading around the clock perfecting the formula over the last couple of years.
A 360-degree marketing campaign will support the launch of the new sandwiches and will include custom content on the adult entertainment platform, OnlyFans.
Dubbed Hot & Hand-Breaded, the channel features exclusive content leaning into the trending autonomous sensory meridian response and the Mukbang culture.
The company also put up a partnership with VICE’s MUNCHIES, the platform's first verified major food publisher, kicking off on May 24.
Patty Trevino, senior vice president of Marketing at CKE Restaurants, while they are not the first to enter ‘The Chicken Wars,’ they are making a splash in a way no other brand has before.
