The chain recognizes the rise of burger joints like Five Guys, Steak 'n Shake and In-N-Out, which have created an aura around taste -- a quality that Puzder says Carl's Jr./Hardee's has always had, but not fully promoted.
To make the point, privately-held CKE, branded Carl's Jr.
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The film told the story of a creative writing teacher at a university, with Michael Douglas in the leading role.in the West and Hardee's in the East, will roll out a fictional character named Carl Hardee Sr., a curmudgeonly founding figure.During filming at an industrial building in Marina del Rey, on the west side of Los Angeles, the ad creates the story of Hardee taking back the chain from his playboy son, whose offices are decorated with blow-up photos of the sexy women and burgers from the chain's previous ad campaigns.Puzder, however, said the new direction is in keeping with changes in the world of fast-food."The old campaign got a lot of attention, got people in to see the really delicious burger," Puzder said in a phone interview.But "I think we had to more directly and convincingly" talk about food quality.