Carl’s Jr.® and Hardee’s® Toast Arrival of New Jim Beam® Bourbon Burger

  Carl’s Jr.® and Hardee’s® Toast Arrival of New Jim Beam® Bourbon Burger

      International supermodel and TV star Heidi Klum is stunning in The
                             Graduate-inspired ad

Business Wire

CARPINTERIA, Calif. -- March 19, 2013

In yet another fast food first, Carl’s Jr.^®and Hardee’s^® will begin selling
burgers with the distinctive taste of a branded, distilled spirit when they
introduce the new Jim Beam^® Bourbon Burger this week. A mature burger for
mature tastes, the Jim Beam Bourbon Burger features rich and tangy sauce
flavored with Jim Beam bourbon – the world’s No. 1-selling bourbon – crispy
onion straws, two strips of bacon, pepper-Jack cheese, lettuce and tomato, all
atop a charbroiled beef patty and served on a sesame seed bun. The Jim Beam
Bourbon Burger is available now at all Hardee’s restaurants and at all Carl’s
Jr. locations starting tomorrow.

The new Jim Beam Bourbon Burger, available at Carl's Jr. and Hardee's this
week, features a rich and ...

The new Jim Beam Bourbon Burger, available at Carl's Jr. and Hardee's this
week, features a rich and tangy sauce flavored with Jim Beam bourbon. (Photo:
Business Wire)

“Higher-end restaurants have long served menu items flavored with branded
spirits but, until now, they had yet to find their way onto fast food menus
and we considered it our mission to change that,” said Brad Haley, chief
marketing officer for Carl’s Jr. and Hardee’s. “The sweet, smoky flavors of
Jim Beam bourbon go really well with the great taste of a charbroiled burger,
and the folks at Jim Beam were just as excited about the pairing as we were.
While there is no residual alcohol in the sauce, that wonderful bourbon taste
remains and is enhanced by the smoky flavors of bacon, the spice of
pepper-Jack cheese, the salty-crunch of crispy onion straws, and fresh lettuce
and tomato. And, who better to help us promote this burger for grown-up tastes
than the incomparable Heidi Klum?”

The Jim Beam Bourbon Burger is available as an entrée for $3.59 or as a combo
meal with fries and a drink for $6.09 at Carl’s Jr. and $5.59 at Hardee’s.
Prices may vary by location.

Supermodel Heidi Klum takes on the iconic role of Mrs. Robinson in the new
commercial for the Jim Beam Bourbon Burger, inspired by the classic
coming-of-age movie The Graduate. Created by Los Angeles- and Amsterdam-based
creative agency 72andSunny, the commercial, titled “Mrs. Robinson,” depicts
Heidi tempting a naive younger man with this indulgent burger. The commercial
will begin airing nationally on March 25.

“For Carl's Jr. and Hardee's, paying homage to this iconic movie moment is an
appropriately fun and irreverent way to introduce the mature taste of bourbon
to hungry guys,” said Glenn Cole, founding partner and CCO at 72andSunny. "In
casting the new Mrs. Robinson, we hoped to find someone with as much savvy,
sophistication and sex appeal as the original Mrs. Robinson. In Heidi Klum, we
got a wildly successful producer, businesswoman, TV host and one of the most
iconic supermodels of all time. Not a bad day at the office."

“The Bourbon Burger is no ordinary burger. It was truly the star of this
commercial and I was proud to play the supporting role,” said Klum.“I’m not
sure who had more touch-ups – me with the hair and lip gloss or the Bourbon
Burger with the readjusting of the lettuce, spritzing of the tomatoes and
fluffing of the bun.”

Exclusive behind-the-scenes footage and interviews with Heidi on the set of
the Jim Beam Bourbon Burger commercial shoot can be viewed on the brands’
YouTube channels (www.youtube.com/carlsjrandwww.youtube.com/hardees). The
:30 commercial will be available online later this month.

Stay tuned to Facebook (www.facebook.com/carlsjr and www.facebook.com/hardees)
and Twitter (www.twitter.com/carlsjr and www.twitter.com/hardees) for the
latest product news.

CKE Restaurants, Inc.

CKE Restaurants, Inc. is a privately held company headquartered in
Carpinteria, Calif. As of the end of fiscal 2013, the Company, through its
subsidiaries, had a total of 3,318 franchised or company-operated restaurants
in 42 states and 28 foreign countries and U.S. territories worldwide,
including 1,369 Carl's Jr. restaurants and 1,944 Hardee's restaurants. For
more information about CKE Restaurants, please visit www.ckr.com or its brand
sites at www.carlsjr.com and www.hardees.com.

About Beam Inc.

As one of the world’s leading premium spirits companies, Beam is Crafting the
Spirits that Stir the World. Consumers from all corners of the globe call for
the company’s brands, including Jim Beam Bourbon, Maker's Mark Bourbon, Sauza
Tequila, Pinnacle Vodka, Canadian Club Whisky, Courvoisier Cognac, Teacher's
Scotch Whisky, Skinnygirl Cocktails, Cruzan Rum, Hornitos Tequila, Knob Creek
Bourbon, Laphroaig Scotch Whisky, Kilbeggan Irish Whiskey, Larios Gin, Whisky
DYC and DeKuyper Cordials. Beam is focused on delivering superior performance
with its unique combination of scale with agility and a strategy of Creating
Famous Brands, Building Winning Markets and Fueling Our Growth.Beam and its
3,400 passionate associates worldwide generated 2012 sales of $2.5 billion
(excluding excise taxes), volume of 38 million 9-liter equivalent cases and
some of the industry’s fastest-growing innovations.

Headquartered in Deerfield, Ill., Beam is traded on the New York Stock
Exchange under the ticker symbol BEAM and is included in the S&P 500 Index and
the MSCI World Index. For more information on Beam, its brands and its
commitment to social responsibility, please visit www.beamglobal.com and
www.drinksmart.com.

All trademarks are the property of their respective owners.

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Contact:

Carl’s Jr.
Beth Mansfield
805-745-7741
bmansfield@ckr.com
or
Hardee’s
Jenna Petroff
314-259-6277
jpetroff@ckr.com
 
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