What was seen:
After decades of using scantily clad women to try and sell burgers, culture rejected the widespread objectification of women, and Carl’s Jr. wound up rejected en masse in the process. Private equity had smoothed out most of the distinctiveness of the brand, and an enlightened new team of brand leaders realized the brand would need some soul-searching to reestablish an emotional connection with a new generation of diners.
What was hidden:
Overwhelmingly and across every customer segment, Carl’s Jr. seems to win with their loyal fan base by creating novel opportunities for everyday indulgence. What matters is that people see us as an blissful oasis in the middle of their day-to-day lives, and they aren’t afraid to say so, either. An old tagline hidden on the walls of many locations, “I’m Out Of This World”, is all about taking a break from the crazy to indulge.
What was unlocked:
Carl’s Jr. sells more than fast food—they make escape in food form: The Diablo Burger. Jalapeño poppers. Churro iced coffee. Jolly Rancher milk shake. This brand can be the answer to diners’ permissibility.
