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IHOP last week suggested something with a “b” would be coming, jokingly flipping its logo to read “IHOb” ahead of a big update. IHOP’s pancakes aren’t going anywhere, but the chain does hope to sell more burgers—which it’s actually had on the menu since its start in 1958.

“One of the very first things we did was to gauge people’s awareness of burgers at IHOP,” says Chief Marketing Officer Brad Haley. “The awareness was low, quite low, I’d say.”

Now IHOP wants to serve burgers good enough that people might actually think about coming in for more than just pancakes, at any time of the day.

“Even though we’ve had them forever, they just were clearly not top of mind,” says Haley.

He joined IHOP last summer after more than a dozen years as CMO of CKE, the parent of Carl’s Jr. and Hardee’s, so he knows a bit about burgers.

“For us to make a credible statement around burgers, we had to not just make a better burger, but make the best one we could come up with,” he says.

Read more at Creativity-Online:

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Alert your taste buds! Red Robin Gourmet Burgers, Inc. (Red Robin) is two weeks away from bringing craveable gourmet burgers to Commack, NY. Located at 75 Henry Street, one block north off Exit 52 on the Long Island Expressway, the newest Red Robin Gourmet Burgers and Brews®restaurant will open on May 7 at 11 a.m.

Red Robin Gourmet
The new Commack Red Robin restaurant will feature five Tavern Double burgers for $6.99 each, including guest favorites such as the Taco Tavern Double, Cowboy Ranch Tavern Double and Sir Acha Tavern Double and more. Altogether, the Gourmet Burger Authority offers more than two dozen innovative gourmet burgers served with Bottomless Steak Fries® (which means free refills!). Guests can also choose to customize their favorite burger from more than 100 different toppings.

While Red Robin has been grilling up gourmet burgers for more than 45 years, the menu also offers a variety of salads, entrees, soups and wraps made with the freshest ingredients, as well as signature beverages including Red Robin’s Freckled Lemonade, which has been a guest favorite since it was added to the menu more than 20 years ago. Freckled Lemonade is a refreshing blend of sweet strawberries and tangy Minute Maid® Lemonade and is available for $4.99 with free bottomless refills.

Read more at PRNewsWire:

Hardee’s new “Tastes Like America” campaign features hick hop music star, Big Wet, whose voice personifies an authentic, relaxed vibe that ‘comfort culture’ is all about. His voice is featured on Hardee’s new television commercial and anthem song, which partners his musical style with real people in Hardee’s markets.

KE Restaurants, Inc. today announces they are further evolving the separation of their iconic restaurants by saying “Welcome Home to Hardee’s,” celebrating the distinct customer, food culture, and voice Hardee’s has in America.

“Hardee’s has been, and always will be a brand that ‘welcomes you home,’” said Jason Marker, chief executive officer, CKE Restaurants, Inc. “It’s an exciting time for not only the brand, but for the entire company. We will accelerate the growth of our business by providing both iconic brands the space they need to grow, putting our unbeatable quality and great tasting food at the forefront of the business.”

For the first time in nearly a decade, Hardee’s is taking center stage, celebrating America’s heartland with a brand defining campaign, Tastes Like America.

Created by Havas Chicago, Tastes Like America celebrates the values Hardee’s shares with its customers throughout the country. As one of the most beloved regional brands in America, Hardee’s will feature real people, real moments, and real food. Always focused on quality, Tastes Like America celebrates pride in process, providing customers with food the way they’d make it, and creating a true ‘comfort culture’.

“No fast food brand has ‘comfort culture’ more core to its DNA than Hardee’s,” said Jeff Jenkins, chief marketing officer, CKE Restaurants, Inc. “Just like we’re pushing ‘crave culture’ forward with Carl’s Jr., we’re going to use this new campaign to introduce customers to ‘comfort culture’ at Hardee’s, placing a heavy emphasis on local pride and quality food.”

Hardee’s defines ‘comfort culture’ as a “down home, done right” approach to food, from 100 percent Black Angus Thickburgers®, Made from Scratch™ Biscuits, Hand-Breaded Chicken Tenders™, to Hand-Scooped milkshakes, and everything that surrounds it. It’s a sense of comfort and pride that comes from who you are, where you’re from, and how you do things. The new campaign features hick hop music star, Big Wet, whose voice personifies an authentic, relaxed vibe that ‘comfort culture’ is all about. His voice is featured on Hardee’s new television commercial and anthem song, which partners his musical style with real people in Hardee’s markets.

“Hardee’s is part of the fabric of a modern American culture,” said Jason Peterson, chief creative officer, Havas Creative, U.S. “It’s a reflection of a contemporary society in America that isn’t celebrated often enough.”

In the coming months, Hardee’s marketing efforts will be impossible to ignore as they build out Tastes Like America on both a regional and local level. Customers can expect to see a revived look and feel at their local Hardee’s, new menu items featuring their handmade process, and regional campaigns tailored to the unique nature of local markets across America.

from Business Wire:

Wendy’s has a, um, beef to pick with McDonald’s, so it’s calling out its biggest competitor on the ad world’s biggest stage.

The chain said it will return to the Super Bowl on Sunday with a shade-filled message squarely pitting its square burgers against McDonald’s.

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McDonald’s is set to nationally introduce fresh beef patties for some of its burgers this year, but Wendy’s says it always has used fresh beef for all of its burgers. Wendy’s, already well known for bringing the heat on social media, is bringing the message to TV.

Wendy’s 30-second spot from VML starts by highlighting wording on McDonald’s website on how its burgers are “flash frozen.” Then, Wendy’s turns up the snark its fans know all too well.

Wording shown on the screen includes “That iceberg that sank the Titanic was frozen, too” and “Skip the hamburgers at the Frozen Arches.” No words are spoken during the spot.

The ad is set to run during the first quarter. Wendy’s ran its first Super Bowl spot last year, with another message against freezing burgers (“Cold Storage”).

from Ad Age:

Jack in the Box has a new line of premium specialty sandwiches called the “Food Truck Series,” and it’s as good as anything Martha Stewart could cook up.


That’s the premise of the fast-food chain’s 2018 regional Super Bowl campaign, in which its eponymous mascot battles the culinary queen in a rivalry that extends from a Super Bowl spot into all manner of hijinks on social media.

After the spot airs on the Super Bowl, Jack and Martha will begin a Twitter feud with the hashtag #JackVsMartha. It will include the two “shooting barbs back and forth in the form of posts, videos, gifs and even giving out each other’s personal phone numbers,” according to the brand.

There will also be partnerships with BuzzFeed and Funny or Die.

“For this campaign, we wanted to highlight the premium quality of the Food Truck Series and emphasize just how unconventional these sandwiches are for a fast food restaurant,” says Bobby Pearce, chief creative officer at David&Goliath. “The Food Truck Series is a huge leap forward in the QSR category, both in innovation and quality. So we wanted to create a campaign that’s just as innovative and culturally relevant as the sandwiches themselves. And since it’s Jack, it needed to be entertaining.”

Pearce adds: “Everyone loves a good celebrity Twitter feud, so pitting Jack against a culinary icon like Martha Stewart was a great way to get our message across in a fun way that will keep the conversation going across social long after the spot airs.”

With media partner Carat, Jack in the Box will also be testing 6-seconds regionally for the Food Truck Series, which is comprised of the Asian Fried Chicken Sandwich, the Pork Belly BLT and the Prime Rib Cheesesteak. The chain calls the sandwiches “delicious, elevated and totally unprecedented … not something you’d expect to find at a typical fast-food restaurant.”

Check out the spot & read more at AdWeek: