Brandbook - Carls Burger

INTERNATIONAL BRAND BOOK
I. INTRODUCTION
II. HISTORY
A. BACK IN 1941
B. TIMELINE
III. BRAND PROFILE & POSITIONING

A. CORPORATE OVERVIEW
B. INTERNATIONAL RESTAURANT COUNTS
C. MENU STRATEGY
IV. CONSUMER ADVERTISING & MARKETING STRATEGY

A. EDGY TV COMMERCIALS
B. SOCIAL MEDIA PLATFORMS
V. BRAND BOOK
VI. NEW MARKETS & EXPANSION STRATEGY
VII. PUBLIC RELATIONS ASSETS
A. PRESS RELEASE SAMPLES
B. PR ASSETS & FRANCHISE INFORMATION LINKS
VIII. LEADERSHIP & CONTACTS
INTRODUCTION
AT CARLS JR.,
OUR BEST-IN-CLASS MENU
ITEMS OUT-DELIVER
THE COMPETITION
At CKE Restaurants, the home of Carls

Jr., the Food is the Franchise. With
best-in-class menus that consistently
out-deliver the competition, Carls Jr.
is growing and seeking an elite group
of candidates to develop and operate
exclusive franchise territories throughout
the U.S. and around the world.
The Carls Jr. menu is designed to give fast
food customers what they want: bigger,
better burgers. This menu features our
signature line of 100% Black Angus beef
burgers called the Thickburger line.
These premium burgers are deliciously
complemented by a line of Hand-Scooped
Ice Cream Shakes & Malts. Our menu
also includes delicious, Hand-Breaded
Chicken Tenders and Made from Scratch
Biscuits. Carls Jr. can be dual-branded
with Green Burrito, adding a Mexicanstyle menu to broaden appeal and
increase transactions.
INTRODUCTION
WE BELIEVE IN MAKING THE

ABSOLUTE BEST-TASTING
AND MOST PREMIUM
FAST FOOD THERE IS
INNOVATION IS THE DIFFERENCE

CKEs innovative menu strategy is
focused on developing premium, sit-down
restaurant-quality menu items that offer
the convenience and value of fast food.
With significant enhancements to the
customer experience such as partial table
service, Carls Jr. provides a quick-service
experience SuperStar Service that
consistently matches the menu quality.
FRANCHISE GROWTH IS THE FUTURE
Franchise growth is the future of the Carls
Jr. brand. Franchisees play a major role in
the success of the brand concepts, and
CKE Restaurants believes in maintaining
strong business relationships with their
franchisees, listening to their ideas
and offering outstanding support. CKE
Restaurants is dedicated to helping
franchisees build their business for
sustainable, long-term growth. To this end,
the strategy and core positioning of the
Carls Jr. brand are oriented to building
top-line sales that support franchise
profitability via best-in-class products,
service and marketing.
With best-in-class menus, innovative
systems and outstanding brand
recognition, Carls Jr. is poised for
sustained growth around the world.
HISTORY
Back in 1941...
Established over 70 years ago in California,
Carls Jr. has a longstanding history of serving
premium quality hamburgers, and is known
as the true representative of the authentic
American hamburger.
Back in 1941, using nothing more than a hot
dog cart, a young Carl N. Karcher and his wife
Margaret launched the now legendary
Carls Jr. brand.
On his first day in the fast-food business, Carl
N. Karcher took in $14.75. In fiscal year 2012,
his namesake CKE Restaurants Holdings, Inc.
(CKE) earned revenues of approximately
$1.3 billion. The story of CKE Restaurants, and
its flagship Carls Jr. restaurant chain, is the
quintessential American success story. What
began as one mans entrepreneurial venture in
1941 has evolved into one of the most powerful
entities in the quick-service restaurant industry.
WHAT BEGAN AS A
LONE HOT DOG CART IN
LOS ANGELES, CALIFORNIA
IN 1941 IS TODAY A WHOLLY
OWNED SUBSIDIARY OF
CKE RESTAURANTS, INC.
Concentrated primarily on the West Coast

of the United States, today there are almost
1,500 Carls Jr. restaurants worldwide. CKE
Restaurants Holdings, Inc. has successfully
grown to become one of Americas premier
restaurant operators. With an increasing
presence in the Americas, Asia and the Middle
East, our restaurants are also shining brightly
in overseas markets.
Carls Jr. continues to grow with an emphasis on
premium quality food, outstanding guest service
and innovations such as partial table service and
all-you-can-drink beverage bars.
HISTORY
Timeline
1940s
Young married couple Margaret and Carl Karcher

spend their savings to buy a hot dog cart
1950s
Business blossoms and a southern California

quick-service legend is born: Carls Jr. opens for
business (so named because theyre smaller
than the Drive-In)
1960s
Carls Jr. begins its commitment to a quality

dining experience by becoming the first among
quick-service restaurants to offer table service
and plush, carpeted dining rooms with music
1970s
Founder Carl N. Karcher opens corporate

headquarters in Anaheim, California and by 1977
employs over 5,000 people in his restaurants
1980s
Carls Jr. introduces the Charbroiled BBQ

Chicken sandwich
1990s
Carls Jr. begins edgy, irreverent advertising

campaign
2000s
Carls Jr. opens in Singapore, Malaysia, China,

Vietnam, Indonesia, Russia and American Samoa
2011
Carls Jr. opens its first restaurants in Turkey,

Canada, Panama, Ecuador, New Zealand and
Costa Rica
2012
Opened in Thailand, Brazil and Dominican

Republic.
2013
Introduces Fresh Baked Buns, an industry first!

Roark Capital acquires CKE Restaurant Holdings, Inc.
from Apollo Management
2015
Carls Jr. introduces the first All-Natural Burger

Opened new markets including Colombia, Guatemala,
Honduras and India and will open in Japan and
Australia by end of year.
THE ENTRY OF CARLS JR. INTO THESE MARKETS IS PART OF A

STRATEGIC PLAN TO ACCELERATE FRANCHISE DEVELOPMENT
INTERNATIONALLY AND GROW THE SYSTEM AS A WHOLE.
BRAND PROFILE & POSITIONING

Corporate Overview
CKE Restaurants Holdings, Inc. (CKE), through its
subsidiaries, franchisees and licensees, operates
some of the most popular U.S. regional brands in
quick-service and fast-casual dining, including the
Carls Jr., Hardees, Green Burrito and
Red Burrito restaurant brands. CKE is
headquartered in Carpinteria, California.
The CKE system, through those subsidiaries,
has over 3,500 franchised or company-operated
restaurants in 44 American states and in
36 countries.
The brand continues its innovation and growth with
an emphasis on quality, service and cleanliness,
pioneering concepts such as partial table
service and self-serve beverage bars. It makes a
difference.
The Carls Jr. Difference
Franchise-friendly brand
Best-in-class menus that consistently out-deliver
the competition
Cutting-edge advertising resonates with young,
hungry eaters and burger lovers
WE BELIEVE IN BIG, FAT,

JUICES-RUNNING-DOWN-YOURARM, KIND OF BURGERS.
Outstanding brand recognition among QSR

competitive set
Multiple day parts capture breakfast, lunch,
dinner and snack-time sales
Compelling unit economics and profitability ratios
Industry-leading training and support systems
assist franchisees before and after store opening
Personalized marketing support for local store
and regional strategies
Franchise financing initiatives targeted to foster
new restaurant growth
Franchise-focused Executive Management team

International Restaurant Counts
FRANCHISE
GROWTH
IS THE
FUTURE
Currently CKE Restaurants operates over 650 international units for both the Carls Jr. and Hardees
brands, which represent approximately 18% of the system. CKE has strategic plans to bring its
international presence up to 20% of the CKE Restaurants system by 2016.
We are actively targeting franchise development in Asia, Latin America, Eastern Europe, The Middle East,
Canada and Australia
EXISTING MARKETS
FY09
American
Samoa
Bahrain
Egypt
Jordan
Kuwait
Lebanon
Malaysia
Mexico
Oman
Qatar
Russia
Saudi Arabia
Singapore
UAE
NEW MARKETS
FY10 FY16
The Bahamas
Brazil
Canada
China
Colombia
Costa Rica
Denmark
Dominican Republic
Ecuador
Guatemala
Honduras
India
Indonesia
Iraq
Kazakhstan
New Zealand
Pakistan
Panama
Puerto Rico
NEAR-TERM
MARKETS
Thailand
Turkey
Vietnam
Australia
Bangladesh
Japan
Cambodia
Kenya
Nigeria
Philippines
Tunisia
Yemen

Menu Strategy
THE FOOD IS THE FRANCHISE

AND WE HAVE THE MENU TO PROVE IT
More than any other QSR, Carls Jr. is recognized
for our big, premium products, centered on our
wide variety of fresh, big and delicious charbroiled
burgers that lead the industry in taste, quality
and innovation. Carls Jr. significantly leads the
competition in:
BIGGEST BURGERS
WIDEST VARIETY OF BURGERS
MOST UNIQUE BURGERS
JUICY & DELICIOUS BURGERS
All Carls Jr. hamburgers are made with 100%

Pure Beef and are charbroiled, cooked on an
open flame, sealing in the flavorful charbroiled
tastes and delivering juicier hamburgers. All
products are made-to-order, with the highest,
premium quality ingredients, delivering the
freshest, best tasting products imaginable. That is
why Carls Jr. is known as the ultimate destination
for burger enthusiasts who crave big, unique,
delicious burgers and other sandwiches.
Signature products include our line of Black
Angus beef burgers, Hand-Breaded Chicken
Tenders, and Hand-Scooped Ice Cream Shakes
& Malts made with real ice cream. Delicious
breakfast offerings include customer favorites,
the Breakfast Burger and the Loaded Breakfast
Burrito.
INNOVATION IS THE DIFFERENCE
Our innovative menu strategy is focused on

developing premium, sit-down restaurant-quality
menu items that offer the convenience and value
of fast food. With significant enhancements
to the customer experience such as partial
table service, Carls Jr. provides a quick-service
experience - SuperStar Service - that consistently
matches our menu quality. We were the first to
lock the flavor into our juicy, delicious Premium
Burgers and Chicken Sandwiches by charbroiling
over an open flame.
CONSUMER ADVERTISING &

MARKETING STRATEGY
Edgy TV Commercials
Our marketing strategy has always been as
innovative and focused as our business strategy,
resulting in some of the strongest and most
recognized brands in the industry. Our cutting
edge TV ads are humorous, provocative and, most
importantly, make people hungry for our delicious food.
The primary target market for Carls Jr. products
is young, hungry guys, but advertising must be
motivating to other key demographics including men
over 34 and women.
Carls Jr. is a premium brand with premium
productswe are not all things to all people but a
brand that consumers aspire or graduate to. Our
advertising must be edgy and cut through the clutter,
reaching our target audience more effectively.
Whether our commercials feature regular guys or
well-known celebrities such as Paris Hilton or Sports
Illustrated cover girl, Kate Upton, they show our
unique attitude and showcase our premium burgers.
CONSUMER ADVERTISING &

MARKETING STRATEGY
Social Media Platforms
CARLS JR. HAS BUILT A LARGE FOLLOWING IN

SOCIAL MEDIA TO CONNECT WITH OUR FANS
WHERE THEY SPEND THEIR TIME ONLINE.
INTERNATIONAL
FACEBOOK FANS
5,680,864
TWITTER FOLLOWERS
175,109
YOUTUBE
29 MILLION+ VIEWS
Our Digital and Social Media Strategy is to:

Push the limits of digital media to communicate the Carls Jr. brand message and encourage interaction
Partner with leaders in the digital space to develop campaigns for Carls Jr. fans
Stay ahead of innovation in the digital space to interact with fans where they spend their time online
BRAND BOOK
THE FOLLOWING BRAND BOOK ILLUSTRATES

HOW WE COMMUNICATE BRAND STRATEGY
BRAND BOOK
OUR APPROACH
FEED YOUNG, HUNGRY
GUYS WHAT THEYRE
HUNGRY FOR.
YHGS=YOUNG, HUNGRY GUYS
BRAND BOOK
OUR APPROACH
1. MAKE PEOPLE HUNGRY
2. REINFORCE BRAND EQUITIES
THAT WORK
3. MAKE WAVES IN CULTURE
4. CONNECT WITH YHGS BY
LIVING OUR UNIQUE VALUES
BRAND BOOK
MAKE PEOPLE HUNGRY

The way the food looks, sounds, is presented
and is eaten is extremely important and
ownable. Making people hungry is our goal.
That means our audience needs to hear every
bite. See every burger up close and personal.
Watch every drip. Its what makes us
different and we need to embrace, and evolve,
this every chance we get.
BRAND BOOK
BRAND EQUITIES
TALENT
Our men are men that women like to see
and who other men respect. Guys who can
actually eat a big, juicy burger, chicken
sandwich or loaded biscuit. Guys who
could never be in the competitions ads.
The women we cast make you stop and
rewind your DVR five times to watch them
enjoy our products. Women who crave our
food as much as we crave watching them
indulge in it.
BRAND BOOK
BRAND EQUITIES
VOICEOVER TALENT
The voice of our brand is distinctly ours, with an
attitude to how he speaks that shows he is
confident and a leader instead of a voice that
could be on the next minivan commercial.
BRAND BOOK
BRAND EQUITIES
TV END TREATMENT
Show our food in the best possible light.
Show everything that goes into, and falls
out of, our products in sharp focus with
perfect imperfections that make our food
look real yet heroic.
BRAND BOOK
MAKE WAVES
Keep people talking about the brand
Drive earned media that culturally
amplifies our spend
Whether its positive or negative
talk, any talk is better than
cultural silence
BRAND BOOK
CONNECT WITH YHGS

Societys asking YHGs to be more considerate
and less instinctual to continually deny their
primal desires.
HEALTH
WORK
EAT SMALLER, BETTER, LESS
SHIFT FROM BRAWN TO BRAIN
HOME
SEXUALITY
FROM BEEFY TO BOTOX
MAKE THE BREAD AND DINNER
CULTURE
THE WUSS, NERD AND WIMP ARE

THE NEW HEROES
BRAND BOOK
OUR UNIQUE VALUES

IRREVERENT
Were the only QSR brand with the balls to be different.
INSTINCTUAL
The gut is our compass.
ALWAYS ALPHA
We lead with swagger and presence. Playing in the
same sandbox as the competition is a map to mediocrity.
NO BULLSHIT
Straightforward, simple and unfiltered.
UNAPOLOGETIC
100% conviction with zero hesitation.
PREMIUM
Its not bragging if we know were the best.
BRAND BOOK
OUR TAGLINE
Eat Like You Mean It

...puts our food back at the center of our communications and most
importantly, helps to make people hungry again. It is intended to
shift peoples thinking from fast food as a gut-fill to fast food as
great-tasting, enjoyable food, which plays to our strengths. We are
challenging people to demand the best: the best beef, the best
chicken, the best biscuits and the best milkshakes. We want them to
start eating with pride again in other words, eat like they mean it.
NEW MARKETS & EXPANSION STRATEGY
BECOME PART OF OUR WORLD

CLASS FRANCHISE OFFERING.
CKE is in the middle of a value-enhancing

international expansion effort in which the
company plans to double its international presence
to more than 800 restaurants in the next five years.
The company is partnering with top tier franchise
prospects that have the financial, operational, and
industry experience to take advantage of our world
class franchise offering. The company is focusing
on markets that are attractive from a consumer
and macro-economic perspective as well as
markets that have sizable or rapidly growing quickservice restaurant industry segments.
Metro City, China
Monterrey, Mexico
Vejle, Denmark
Jakarta, Indonesia
PUBLIC RELATIONS ASSETS

Press Release Samples
CARLS JR. OPENS FIRST RESTAURANT IN INDIA

New Delhi-based Carls Jr. will showcase vegetarian menu options, beer on tap and a
soft beverages bar
NEW DELHI--(BUSINESS WIRE)--Carls Jr., the premium American
burger chain, announced today the opening of its first restaurant in
India. Operated by Cybiz BrightStar Restaurants, owned by Gurgaonbased CybizCorp, through a master franchise agreement with Carls
Jr. Restaurants, LLC. a subsidiary of CKE Restaurants Holdings Inc.
(parent company of Carls Jr. and Hardees), the Carls Jr. restaurant
will be located at the Select CityWalk mall complex in Saket, New
Delhi. The restaurant will feature a special Indian palate menu that
will include vegetarian options, beer on tap and an all-you-can-drink
soft beverages bar.
We are excited to introduce Carls Jr. to the India marketplace with
the opening of our first restaurant in New Delhi, said Ned Lyerly,
President, International at CKE Restaurants. India represents
a tremendous market opportunity and we see the potential for
more than 1000 restaurants over time. We hope that our India
customers will recognize that weve made a sincere effort to tailor
our menu to the Indian palate by offering rich, intense flavors and
a variety of innovative vegetarian options. We look forward to our
Indian customers enjoying the same best-in-class customer service,
premium quality and delicious menu items that we are known for
globally.
We are honored to be representing an iconic brand like Carls Jr.,
said Sam Chopra, Group Chairman and Founder of CybizCorp. This
is a special moment for all of us here. We have been speaking about
a differentiated gourmet experience, with this launch; we now finally
offer the Carls Jr. experience to our fans here in India.
Carls Jr. stands apart from other burger restaurants by offering
freshly prepared, high-quality menu items, including its famous
chargrilled burgers, Hand-Breaded Chicken Tenders and HandScooped Ice Cream Shakes. Carls Jr. also features a superior
dining experience that includes innovative menu items made-to-order
and served hot and fresh at your table, all in a modern, upscale,
spacious environment.
With high quality ingredients, a casual dining ambience and quick
service, Carls Jr. is the perfect fit for India, stated Sana Chopra,
Executive Director, Cybiz BrightStar Restaurants Pvt. Ltd. We cant
wait for burger lovers to get their first bite of Carls Jr.s iconic, big
and juicy California-style burgers.
More than any other quick-service restaurant (QSR), Carls Jr. is
recognized for its big, premium products, centered on a wide variety
of fresh, big and delicious charbroiled burgers that lead the industry
in taste, quality and innovation. The brand is also well-known for
its edgy, award-winning marketing approach, and its popularity can

be gauged by the millions of YouTube views that its advertisements
capture.
For more information, please visit www.carlsjr.in; Carls Jr. India social
media sites include https://www.facebook.com/CarlsJrIndia and
https://twitter.com/carlsjrindia.
About CKE Restaurants Holdings, Inc.
CKE Restaurants Holdings, Inc. (CKE) is a privately held company
headquartered in Carpinteria, Calif. Through its subsidiaries,
CKE owns and licenses Carls Jr. and Hardees quick-service
restaurants. CKE operates Carls Jr. and Hardees as one brand
under two names acknowledging the regional heritage of both
banners. After opening its first restaurants in New York and New
Jersey this spring and recent international openings in Canada,
Colombia and Guatemala, CKE now has a total of 3,594 franchised
or company-operated restaurants in 44 states and 36 foreign
countries and U.S. territories. Known for its one-of-a-kind premium
menu items such as 100 percent Black Angus Thickburgers, Made
from Scratch Biscuits, Hand-Breaded Chicken Tenders and Fresh
Baked Buns, as well as an award-winning marketing approach,
the Carls Jr./Hardees brand continues to deliver substantial and
consistent growth in the U.S. and overseas. The Carls Jr./Hardees
system is now 87 percent franchised, with international restaurants
representing 18 percent of the system. For more information about
CKE, please visit www.ckr.com or its brand sites at www.carlsjr.com
and www.hardees.com.
About CybizCorp
CybizCorp specializes in Consulting, Incubation, Franchising,
Licensing and Channel Distribution in various verticals including
Real Estate and Food & Beverage. CybizCorp is the Indian Master
Franchisor for RE/MAX - the worlds largest real estate brokerage
network with a global presence in 95+ countries with 6000+ offices
and 85,000+ agents, and 100+ franchises across 30+ cities in India.
Its founders have represented Horwath, a leading global hospitality
consulting practice, in India & Nepal in the past. They trace their
lineage to famous Indian restaurant cum ice-cream brands like
The Embassy and the Kwalitys and have owned multiple Coffee
Day Xpress kiosks in the past. CybizCorp is currently the Master
Franchisee of resto-pub brands like Fork You, Warehouse Caf, The
Flying Saucer Caf, Boom Box Caf, The Townhouse Caf and Caf
Out of the Box, and Asian brands like The Embassy and Lazeez
Affaire.
For more information about CybizCorp, please visit www.cybizcorp.
com.
WE ARE HONORED TO BE
REPRESENTING AN ICONIC
BRAND LIKE CARLS JR.
For further information please contact:

Kathleen Bush
CKE Restaurants Holdings, Inc.
kbush@ckr.com
805-745-7741
Neil Amereno
IMC Holdings S.A.
ri@internationalmealcompany.com
+55-11-3041-9503

CKE RESTAURANTS HOLDINGS, INC. ANNOUNCES

OPENING OF 300TH RESTAURANT IN MIDDLE EAST
Milestone Hardees location opens in Yanbu Al-Sinaiyah, Saudi Arabia
CARPINTERIA, Calif.--(BUSINESS WIRE)--CKE Restaurants Holdings,
Inc. (CKE), parent company of Hardees and Carls Jr., has
reached a significant milestone with the opening of its 300th
restaurant in the Middle East. The new Hardees location will open
April 21, 2015, in Yanbu Al-Sinaiyah, King Fahd Street, Saudi Arabia,
and will be operated by Al-Ahlia Restaurant Company, a subsidiary of
longtime Hardees franchisee, the Americana Group.
As one of our pioneering international licensees, the Americana
Group continues to be an invaluable partner that has demonstrated
deep knowledge, expertise and passion for developing the Hardees
brand abroad, said Andy Puzder, CEO of CKE Restaurants Holdings,
Inc. This milestone shows the strength of our brand and business
offering while also providing a testament to the commitment of our
international franchise partners and international consumers.
The new Hardees location is the 100th in the Kingdom of Saudi. The
Americana Group also operates Hardees restaurants in the United
Arab Emirates, Egypt, Kuwait, Bahrain, Qatar, Lebanon, Jordan,
Oman, Kazakhstan and Kurdistan. The Americana Group opened
the Middle Easts first Hardees restaurant in Kuwait in June 1980.
Fostering a successful 35-year relationship, CKE and the Americana
Group anticipate continued growth in the Middle East.
The opening of the 300th Hardees restaurant in the region is a
very proud milestone for us in our history as a restaurant operator
developing brands in the Middle East and as a partner with CKE,
said Marzouk Al Kharafi, Chairman at the Americana Group. We look
forward to many more successful years working with the international
leadership team at CKE.
The extremely capable and seasoned team at Americana have
been tremendous partners and friends of our brand for more
than three decades, said Ned Lyerly, president of international
at CKE Restaurants Holdings, Inc. Not only has Americana
been instrumental in building our brand in the Middle East, their
contribution to the success and growth of CKE internationally is
highly valued. As we look toward a continued bright future with
Americana, we thank them for their long-term partnership and
congratulate them on this significant achievement.
The opening of the 300th restaurant in the Middle East is part
of CKEs accelerated global expansion, which includes signed
development agreements to open more than 1,000 new international
restaurants. This includes increased momentum in the Americas,
with growth in Latin America and Canada; in Asia, where CKE
recently announced new franchise agreements to bring the Carls
Jr. chain to Japan and India in 2015; and in Europe, where CKE
operates restaurants in Denmark and Turkey. The Carls Jr./Hardees
system is now 81 percent franchised, with international restaurants
representing 18 percent of the system.
Carls Jr. and Hardees consistently out-deliver the competition

in the U.S. and worldwide with a best-in-class franchise offering
supported by one-of-a-kind, premium-quality menu selections such
as charbroiled 100 percent Black Angus beef Thickburgers and
Hand-Breaded Chicken Tenders; superior service and a modern
and innovative dining experience.
For more information on CKE franchise opportunities, please visit
www.ckefranchise.com.
banners. CKE has a total of 3,554 franchised or company-operated
restaurants in 42 states and 34 foreign countries and U.S. territories.
Known for its one-of-a-kind premium menu items such as 100
percent Black Angus Thickburgers, Made from Scratch Biscuits,
Hand-Breaded Chicken Tenders and Fresh Baked Buns, as well
as an award-winning marketing approach, the Carls Jr./Hardees
brand continues to deliver substantial and consistent growth in the
U.S. and overseas. The Carls Jr./Hardees system is now 81 percent
franchised, with international restaurants representing 18 percent
of the system. For more information about CKE, please visit www.ckr.
com or its brand sites at www.carlsjr.com and www.hardees.com.
About Americana Group
Americana is the Middle Easts most successful group of companies
operating consumer foods, restaurants, and food-related products.
This amazing success story started out in Kuwait in 1964 with the
establishment of a small trading company.
With time, more Americana restaurants, food companies, factories,
and brands were established and a high growth rate was always
maintained. Today, the group operates more than 1,500 restaurants
with more than 35,000 employees across 17 countries between the
Atlantic Ocean and Caspian Sea.
The Americana Group operates international franchises like
Hardees, TGIFs, Krispy Kreme, KFC and Pizza Hut. The Americana
Groups portfolio also includes a wide range of consumer foods,
manufactured in 18 factories, in 5 different countries, and marketed
across the region with well-known names like Americana Meat,
Americana Cake, Farm Frites, California Garden, Koki, Green Land
and much more. For more information about Kuwait Food Company,
please visit www.Americana-Group.net.
THE EXTREMELY CAPABLE

AND SEASONED TEAM AT
AMERICANA HAVE BEEN
TREMENDOUS PARTNERS AND
FRIENDS OF OUR BRAND FOR
MORE THAN THREE DECADE

Kathleen Bush
kbush@ckr.com
805-745-7741
Neil Amereno
IMC Holdings S.A.
+55-11-3041-9503

CARLS JR. BRINGS BIG, JUICY CALIFORNIA-STYLE

BURGERS TO GUATEMALA
Carls Jr. introduces Guatemalans to its iconic burgers with the opening of two locations
CARPINTERIA, Calif.--(BUSINESS WIRE)--Burger lovers in Guatemala
City can now enjoy a big, juicy California-style burger thanks to the
continued expansion of premium burger chain, Carls Jr.. The
Southern California-based company will open its newest Guatemala
location at 7 Avenida 12-87 Zona 9 on April 15, 2015. Last month,
Carls Jr. opened its first restaurant in Guatemala in the Coronado
Mall at Km. 15.5 Carretera a El Salvador, Centro Comercial Condado
Concepcion, Food Court, Local 341 Santa Catarina Pinula. Both
restaurants are operated by franchisee Grupo CJ, S.A., which is
helping to bring Guatemalans Carls Jr.s famous, high-quality menu
items and esteemed customer service.
To celebrate the opening of the Zona 9 location, the first 50
customers on Saturday, April 18, at 10 a.m. will receive coupons for
Free Food for a Year. In addition, prior to Zona 9s official opening,
a special VIP/media sneak peak event will take place on April 14
from 1-3 p.m. offering media and other VIP attendees complimentary
food samples, photo and filming opportunities with local celebrities
and staff, as well as interviews with Carls Jr. and Grupo CJ, S.A.
representatives.
Guatemala is an important market and we have every confidence
in Grupo CJ, S.A.s ability to successfully develop our brand across
the country, said Ned Lyerly, President of International at CKE
Restaurants Holdings, Inc. (CKE), parent company of Carls Jr. The
opening of the first two Carls Jr. restaurant locations in the country
is a testament to Grupo CJs commitment to the market and their
desire to offer Guatemalans the best-in-class burger and service
offering that only Carls Jr. can provide.
Carls Jr. is answering the call for what Guatemalans love and value
most in a dining experience premium-quality food served with
immaculate, friendly customer service at a great price, said Haroldo
Soto, franchisee of Grupo CJ, S.A. Were honored to help Carls Jr.
launch in this important market and look forward to Guatemalans
enjoying their big, juicy California-style burgers.
The opening of Carls Jr. in Guatemala marks the 34th country
in which CKE Restaurants Holdings, Inc. operates restaurants
internationally. Already a key player in the Latin American and
Central American markets, Carls Jr. continues to stand apart from
other burger restaurants by offering freshly prepared, higher-quality
menu items including its famous 100 percent Black Angus beef
Thickburgers, Hand-Breaded Chicken Tenders and Hand-Scooped
Ice Cream Shakes. Carls Jr. also features a superior dining
experience that includes menu items made fresh to order and served
at your table, all in a modern, California-themed setting.
Carls Jr. and its iconic smiling Happy Star logo have been U.S.
West-coast favorites for more than 70 years. Industry pioneer Carl N.
Karcher and his wife, Margaret, using $15 in savings and borrowing
$311 on their Plymouth automobile, purchased a single hot dog cart

in 1941 in Los Angeles, Calif. The Karchers grew their small business
to include four hot dog carts and opened Carls Drive-In Barbecue
in 1945. They eventually launched the first Carls Jr. restaurant, so
named because it was a smaller version of their sit-down restaurant,
in 1956. From a lone hot dog cart, Carls Jr. has grown to 1,476 units
worldwide. Today, Carls Jr. is best known for its sit-down restaurant
quality burgers. Carls Jr. hamburgers are charbroiled, never fried,
giving them a more savory grilled in your own backyard flavor.
For more information on international franchise opportunities with
Carls Jr., please visit www.carlsjrfranchising.com/international.
Key facts about Carls Jr. in Guatemala
Locations:
Coronado Mall
Address: Km. 15.5 Carretera a El Salvador, Centro Comercial
Condado Concepcion, Food Court, Local 341 Santa Catarina Pinula
Hours of operation: Sunday-Thursday 10 a.m.-8 p.m., Friday and
Saturday 10 a.m.-9 p.m.
Guatemala City
Address: 7 Avenida 12-87 Zona 9
Hours of operation: 10 a.m.-10 p.m. daily
Special amenities: Drive-thru
Menu features:
Carls Jr.s signature line of 100 percent Black Angus beef
Thickburgers
High-quality, all-white-meat Hand-Breaded Chicken Tenders
Hand-Scooped Ice Cream Shakes
CARLS JR. IS ANSWERING

THE CALL FOR WHAT
GUATEMALANS LOVE AND
VALUE MOST IN A DINING
EXPERIENCE PREMIUMQUALITY FOOD SERVED WITH
IMMACULATE, FRIENDLY
CUSTOMER SERVICE AT A
GREAT PRICE
Kathleen Bush
kbush@ckr.com
805-745-7741
Neil Amereno
IMC Holdings S.A.
+55-11-3041-9503

CARLS JR. CONTINUES SOUTHWEST ONTARIO,

CANADA EXPANSION WITH OPENING OF TWO
TORONTO RESTAURANTS
Carls Jr. introduces Guatemalans to its iconic burgers with the opening of two locations
TORONTO--(BUSINESS WIRE)--No more California Dreamin of
big, juicy burgers for Toronto residents thanks to the continued
rapid Canadian expansion of premium burger chain Carls Jr. The
Southern California-based company will be serving up mouthwatering
burgers, fries, shakes and more 24-hours a day with the opening
of its newest restaurant on April 8, 2015 at 2 p.m. Operated by
Toronto-based 6Points Food Services Ltd. (6Points), the Carls Jr.
restaurant, which will feature a delicious shake bar offering more
than 20 flavors of hand-scooped Chapmans Canadian ice cream
shakes, will be located at 272 Queen Street in downtown. 6Points
also opened a location at 1431 Yonge Street on March 21, 2015.
operating and developing top-tier quick-service restaurant chains

across Canada including senior management posts on both the
franchisor and franchisee sides of the business. Queen Street will
be Grabers fourth Carls Jr. location. Late last year, 6Points opened
Carls Jr. locations in Guelph and Waterloo in Ontario.
Just last year, we signed an exclusive development agreement with

6Points to develop, open and operate 30 Carls Jr. restaurants over
the next six years in the west Greater Toronto Area as well as cities
beyond including London, Kitchener-Waterloo, Guelph and Hamilton,
said Ned Lyerly, CKE Restaurants (parent company of Carls Jr.
and Hardees) president of International. Yonge Street and Queen
Street mark the third and fourth restaurants for 6Points respectively
and we are pleased to be off to a great start towards achieving our
goal. Toronto is an important market for the expansion of CKEs
international system offering huge growth potential and we look
forward to extending our reach throughout Canada.
Key facts about the new Carls Jr. in Toronto:

Address: 272 Queen Street, Toronto, Ontario
Hours of operation: 24/7
To celebrate the arrival of Carls Jr. in Toronto, a special press event

will take place at the Queen Street location on April 7, 2015 from
noon to 2 p.m. to offer media and VIP attendees complimentary food
samples, photo and filming opportunities, as well as interviews with
Carls Jr. and 6Points executives.
Carls Jr. stands apart from other burger restaurants by offering
freshly prepared, higher-quality menu items including its famous 100
percent Black Angus Beef Thickburgers, Hand-Breaded Chicken
Tenders and Hand-Scooped Ice Cream Shakes. Carls Jr. also
features a superior dining experience that includes fresh menu items
made-to-order and served at your table, all in a modern, upscale,
California-themed dcor.
Canadians have welcomed Carls Jr. with open arms and we are
excited to now invite Toronto burger lovers to visit us in our prime
downtown locations and experience for themselves what Carls Jr. is
all about high-quality ingredients, fresh preparations, innovative
flavors and exceptional, friendly tableside service, said 6Points
managing partner Kent Graber. Were excited to spearhead the
expansion of Carls Jr. in Ontario and look forward to building more
restaurants throughout the Greater Toronto Area and beyond.
Graber brings with him an impressive 40-plus years of experience
Carls Jr. franchisees across Canada are currently operating

restaurants in Vancouver, Abbotsford, Chilliwack, Kelowna,
Vernon, Kamloops, Penticton, Grande Prairie, Edmonton, Spruce
Grove, Guelph and Waterloo. For more information on franchise
opportunities in Canada, please visit www.ckefranchise.com/canada.
Menu features:
Carls Jr.s signature line of 100 percent Black Angus beef Thickburgers
served on Fresh Baked Buns, baked fresh daily inside the restaurant
Shake Bar featuring more than 20 flavors of hand-scooped shakes using
Chapmans Canadian Ice Cream
Coffee, lattes and select other drinks featuring local Ontario/Toronto roaster
Mountain View Estates
Charbroiled Chicken sandwiches and salads
Home-style breakfasts including Carls Jr.s Made from Scratch Biscuits and
premium Breakfast Platters
Kids Meals

CANADIANS HAVE
WELCOMED CARLS JR. WITH
OPEN ARMS AND WE ARE
EXCITED TO NOW INVITE
TORONTO BURGER LOVERS
TO VISIT US IN OUR PRIME
DOWNTOWN LOCATIONS
AND EXPERIENCE FOR
THEMSELVES WHAT CARLS
JR. IS ALL ABOUT HIGHQUALITY INGREDIENTS,
FRESH PREPARATIONS,
INNOVATIVE FLAVORS AND
EXCEPTIONAL, FRIENDLY
TABLESIDE SERVICE
Kathleen Bush
kbush@ckr.com
805-745-7741
Neil Amereno
IMC Holdings S.A.
+55-11-3041-9503

CARLS JR. BRINGS ICONIC, BIG AND JUICY

CALIFORNIA-STYLE BURGERS TO JAPAN
Mitsuuroko Group Holdings signs exclusive agreement to develop 150 restaurants
throughout Japan
TOKYO--(BUSINESS WIRE)--Global fast food chain Carls Jr. today
announced that it has entered into an agreement with Mitsuuroko
Group Holdings Co., Ltd. to be the exclusive franchise developer
to launch its famous, premium-quality burgers in Japan. Under
the terms of the agreement, Mitsuuroko will develop 150 Carls
Jr. restaurants in Japan over the next 10 years. Mitsuuroko plans
to open the first Carls Jr. in Tokyo in 2015 with others opening in
multiple markets across Japan.
We are excited to partner with Mitsuuroko to bring our premium
menu items, vibrant brand and innovative service to Japan, said
Mike Murphy, president of CKE Restaurants Holdings, Inc., parent
company of the Carls Jr. brand. We have no doubt that with
Mitsuurokos experience and commitment behind us, Carls Jr. will
soon become the ultimate destination for Japanese consumers
seeking the most premium burger.
Japan is the largest burger market in Asia and our brand is well
positioned to deliver the quality, taste and innovation that discerning
Japanese consumers demand, said Ned Lyerly, CKE president of
international. CKE and Carls Jr. offer a best in class, proven menu
and quality restaurant experience that are sure to succeed in the
sophisticated Japanese market. And, we have complete confidence
that Mitsuuroko is the right partner at the right time for Carls Jr.
We are pleased to bring Carls Jr. and its premium burgers to the
Japanese market, said Mr. Kohei Tajima, the CEO of Mitsuuroko
Group Holdings. Carls Jr. is famous and successful throughout the
world thanks to its business model of offering authentic, premiumquality chargrilled burgers with the convenience and price of fast
food. Compared to other burger chains, Carls Jr. in Japan will offer
better quality, better service, better value and better hospitality in
a premium Quick Service Restaurant environment. Our emphasis
on superior quality is a fundamental pillar to Mitsuurokos success.
Carls Jr. is the perfect partner for us to bring that quality orientation
to the QSR category.
Mitsuuroko Adds to its List of Industry Leading Ventures
Mitsuuroko Group Holdings Co., Ltd. engages in Japans energy, real
estate, health, sports and electricity industries. The agreement with
CKE Restaurants and Carls Jr. marks Mitsuurokos first venture into
the Quick Service Restaurant category.
Mitsuuroko maintains a leadership position in each of our business

sectors. That is why we chose Carls Jr. as our first step into QSR,
said Mr. Tajima. We are impressed with the core strengths of Carls
Jr. including its youthful brand image, edgy advertising, premiumquality menu and service, and contemporary restaurant designs that
feature comfortable, upscale California-themed dcor.
Premium-Quality Food Made Fresh-to-Order
Established 73 years ago in Southern California, Carls Jr. is
an industry pioneer in serving premium-quality hamburgers.
Throughout the U.S. and 33 other countries and U.S. territories,
Carls Jr. is known for its innovative, premium menu of chargrilled
Thickburgers made with 100 percent Black Angus beef, Made from
Scratch Biscuits, Hand-Breaded Chicken Tenders and HandScooped Ice Cream Shakes & Malts. Carls Jr. has a world class
quality assurance department that qualifies suppliers, monitors
their production and verifies that all products are produced to the
companys exacting specifications. Additionally, Carls Jr. maintains
food quality through the proper execution of a proprietary restaurant
operating system where products are made fresh when ordered by
customers.
WE HAVE NO DOUBT THAT

WITH MITSUUROKOS
EXPERIENCE AND
COMMITMENT BEHIND US,
CARLS JR. WILL SOON
BECOME THE ULTIMATE
DESTINATION FOR JAPANESE
CONSUMERS SEEKING THE
MOST PREMIUM BURGER

Kathleen Bush
kbush@ckr.com
805-745-7741
Neil Amereno
IMC Holdings S.A.
+55-11-3041-9503

CARLS JR. UNVEILS INAUGURAL HONDURAS LOCATION

Exclusive development agreement with local franchisee will bring 10 Carls Jr. restaurants
to Honduras
Tomorrow, Hondurans will get a taste of Carls Jr.s premium,
American-style burgers with the opening of the chains first
restaurant in the country. Located in San Pedro Sula and scheduled
to open tomorrow at 10 a.m., the restaurant marks the first of an
exclusive 10-restaurant, five-year development agreement between
CKE Restaurants Holdings, Inc. (CKE), parent company of Carls Jr.
and Hardees restaurants, and leading local real estate developer
COHDESA.
Key facts about Carls Jr. in San Pedro Sula
Originating in California, Carls Jr. stands apart from other burger

restaurants by offering freshly prepared, higher-quality menu items
including its famous 100 percent Black Angus beef Thickburgers,
Hand-Breaded Chicken Tenders and Hand-Scooped Ice Cream
Shakes. Carls Jr. also features a superior dining experience that
includes menu items made fresh to order and served at your table,
all in a modern, California-themed setting.
High-quality, all-white-meat Hand-Breaded Chicken Tenders
With 215 restaurants open and operating in Latin America, we

view Honduras as a strategically important market for us as we
continue to expand our presence in the region, said Ned Lyerly,
CKE President of International. Throughout Central America weve
seen tremendous success and enthusiasm for our distinct product
offering and best-in-class approach to service. We are certain that
Hondurans will enjoy the superior burger experience that only Carls
Jr. can provide.
We are very pleased to partner with COHDESA to spearhead
expansion of the Carls Jr. brand in Honduras, Lyerly continued.
They are experienced, well-capitalized operators and we have every
confidence in their ability to develop the market.
Hondurans are hungry for premium-quality food served by friendly
people in an inviting environment and Carls Jr. is the perfect
restaurant to help satisfy that desire of customers across the
country, said a spokesperson for COHDESA.
For more information on international franchise opportunities with
Carls Jr., please visit www.carlsjrfranchising.com/international.
Address: Altara Shopping & Lifestyle Center, Km 3 Carretera a

Armenta, San Pedro Sula, Honduras
Hours of operation: 10 a.m.-10 p.m. daily
Menu features
Carls Jr.s signature line of 100 percent Black Angus beef
Thickburgers
Hand-Scooped Ice Cream Shakes

Special amenities: Complimentary Wi-Fi
WITH 215 RESTAURANTS

OPEN AND OPERATING
IN LATIN AMERICA, WE
VIEW HONDURAS AS A
STRATEGICALLY IMPORTANT
MARKET FOR US AS WE
CONTINUE TO EXPAND OUR
PRESENCE IN THE REGION

Kathleen Bush
kbush@ckr.com
805-745-7741
Neil Amereno
IMC Holdings S.A.
+55-11-3041-9503

PR Assets & Franchise Information Links
GLOBAL PR ASSETS
www.ckefranchise.com/assets
www.youtube.com/carlsjr
These links includes TV advertising photos,

international restaurant exterior and interior photos
and logo images for Carls Jr. and Green Burrito.
CKE RESTAURANTS CORPORATE WEBSITE

www.ckerestaurants.com
This link includes corporate information regarding

CKE Restaurants, Inc., the Carls Jr. and Green
Burrito brands, investor tools and a Career section
for discovering employment opportunities at CKE.
Look for the archive of recent press releases in the
Pressroom section.
CARLS JR. CONSUMER WEBSITE

www.carlsjr.com
This link includes consumer information regarding

the Carls Jr. and Green Burrito retail brands. The
site contains Menu & Nutrition info, a Carls Jr.
Locator, video content, games and coupons.
CARLS JR. FRANCHISE DEVELOPMENT SITE

www.carlsjrfranchising.com
This link includes information regarding the
Carls Jr. franchise opportunity. The site contains
everything a prospective franchisee would need
to know regarding financial requirements, fees,
development area guidelines and real estate
considerations. Theres even a pre-qualification
page for potential franchisees.
CARLS JR. SOCIAL MEDIA

Facebook
www.facebook.com/carlsjr
Twitter
www.twitter.com/carlsjr
YouTube
www.youtube.com/carlsjr
LEADERSHIP & CONTACTS
OUR WINNING TEAM

ANDREW F. PUZDER,
CHIEF EXECUTIVE OFFICER - CKE Restaurants, Inc.
E. MICHAEL MURPHY,
PRESIDENT AND CHIEF LEGAL OFFICER
NED LYERLY,
President, International
Andrew F. Puzder is CEO of CKE Restaurants,

Inc. He earned a Juris Doctorate in 1978 from
Washington University School of Law in St. Louis.
E. Michael Murphy was appointed President and

Chief Legal Officer of CKE Restaurants, Inc. in
January 2009. He previously served as Chief
Administrative Officer from 2006; and was named
executive vice president, general counsel and
Secretary of the Company in July 2000. He still
serves as Secretary of the Company.
Ned Lyerly was named Executive Vice President

of International in June, 2012. Ned, who
previously served CKE in the capacity of EVP of
Global Franchise Development, is responsible
for expanding the companys international
presence, which has grown to more than 17%
of the companys system wide unit count.
With a presence in 31 international markets,
international is particularly important as the
company accelerates franchise growth in Mexico,
The Middle East, Russia, China, Asia, Canada,
Central and South America.
While practicing law in St. Louis, Puzder met

Carl Karcher, the founder of Carls Jr., who asked
Puzder to move to California as his personal
attorney. In 1997, Puzder was named Executive
VP and General Counsel for CKE and has served
as President and CEO of CKE since September 2000.
He is a member of the California, Nevada and
Missouri bar associations.
In his current position, Murphy leads the legal,

human resources, payroll and information
technology departments, as well as oversees all
franchising and international endeavors for both
the Carls Jr. and Hardees brands.
NED LYERLY, CFE
MIKE WOIDA
MARC MUSHKIN
nlyerly@ckr.com
mwoida@ckr.com
mmushkin@ckr.com
President, International
314.259.6413
SVP International
314.259.6343
Ned is a 30-year industry veteran who has served

in a number of capacities including finance,
franchise operations, and franchise development.
VP Franchise Sales & Development

314.259.6452

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INTERNATIONAL BRAND BOOK

III. BRAND PROFILE & POSITIONING

IV. CONSUMER ADVERTISING & MARKETING STRATEGY

At CKE Restaurants, the home of Carls

WE BELIEVE IN MAKING THE

INNOVATION IS THE DIFFERENCE

Concentrated primarily on the West Coast

Young married couple Margaret and Carl Karcher

Business blossoms and a southern California

Carls Jr. begins its commitment to a quality

Founder Carl N. Karcher opens corporate

Carls Jr. introduces the Charbroiled BBQ

Carls Jr. begins edgy, irreverent advertising

Carls Jr. opens in Singapore, Malaysia, China,

Carls Jr. opens its first restaurants in Turkey,

Opened in Thailand, Brazil and Dominican

Introduces Fresh Baked Buns, an industry first!

Carls Jr. introduces the first All-Natural Burger

THE ENTRY OF CARLS JR. INTO THESE MARKETS IS PART OF A

BRAND PROFILE & POSITIONING

WE BELIEVE IN BIG, FAT,

Outstanding brand recognition among QSR

BRAND PROFILE & POSITIONING

BRAND PROFILE & POSITIONING

THE FOOD IS THE FRANCHISE

All Carls Jr. hamburgers are made with 100%

INNOVATION IS THE DIFFERENCE

Our innovative menu strategy is focused on

CONSUMER ADVERTISING &

CONSUMER ADVERTISING &

CARLS JR. HAS BUILT A LARGE FOLLOWING IN

Our Digital and Social Media Strategy is to:

THE FOLLOWING BRAND BOOK ILLUSTRATES

MAKE PEOPLE HUNGRY

CONNECT WITH YHGS

EAT SMALLER, BETTER, LESS

SHIFT FROM BRAWN TO BRAIN

MAKE THE BREAD AND DINNER

THE WUSS, NERD AND WIMP ARE

OUR UNIQUE VALUES

Eat Like You Mean It

NEW MARKETS & EXPANSION STRATEGY

BECOME PART OF OUR WORLD

CKE is in the middle of a value-enhancing

Metro City, China

PUBLIC RELATIONS ASSETS

CARLS JR. OPENS FIRST RESTAURANT IN INDIA

its edgy, award-winning marketing approach, and its popularity can

For further information please contact:

PUBLIC RELATIONS ASSETS

CKE RESTAURANTS HOLDINGS, INC. ANNOUNCES

Carls Jr. and Hardees consistently out-deliver the competition

THE EXTREMELY CAPABLE

For further information please contact:

PUBLIC RELATIONS ASSETS

CARLS JR. BRINGS BIG, JUICY CALIFORNIA-STYLE

$311 on their Plymouth automobile, purchased a single hot dog cart

CARLS JR. IS ANSWERING

PUBLIC RELATIONS ASSETS

CARLS JR. CONTINUES SOUTHWEST ONTARIO,