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Carl's Jr. Concept Benchmark Analysis
Restaurant Research, LLC, Oct 2009, Pages: 11
Analysis of the Carl's Jr. restaurant concept provides readers with unique data and insight into this leading brand.
Carl’s Jr. is a regional West Coast burger chain with a premium, indulgent market positioning. Notably, this chain continues its focus on young, hungry males even though this demo suffers from one of the worst unemployment rates (especially in Carl’s core California market). This alone provides a sufficient explanation for the chain’s persistent mid-single digit comp declines over the recent past while also providing a clue about the parent company’s (CKE) decision to go private this year. While private ownership, well-funded franchisees and relatively healthy store level profitability (i.e. no discounting) provides this concept with the guts to hold its market position in this economy, it seems obvious that brand leadership must drive top-line growth sooner rather than later. To this point, the chain hopes to leverage its sister brand’s (Hardee’s) success by rolling out Chicken Tenders and a breakfast biscuit platform before year-end in order to broaden its reach beyond the traditional heavy QSR user. However, while these products work well for Hardee’s, it remains to be seen how they will work in Carl’s West Coast markets. In conclusion, while we are happy to see Carl’s seeking to broaden its reach, more may need to be done to figure out how to customize Carl’s for the West Coast (as CKE already has done for Hardee’s in its geographic markets).
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