Hardee’s is returning to its roots as a sponsor of stock-car racing with a multiyear agreement with NASCAR.
The deal involves Hardee’s participating in key events on the car racing circuit, providing unique experiences for its loyalty-program members, which it would introduce over the course of the season, the quick-service chain said. Hardee’s is also partnering with driver Bubba Wallace and the 23XI team as a sponsor, providing branding on the team’s uniforms and equipment and on Wallace’s firesuit, as well as on the car at several races.
Hardee’s sponsored multiple NASCAR teams in the 1980s and ’90s, including Hall of Famers Bobby Allison, Cale Yarborough, Alan Kulwicki, and Dale Jarrett.
Hardee’s said it would use the partnership to “deepen engagement” with its customers and other NASCAR fans, adding that it would roll out different marketing initiatives over the course of the season.
“Hardee’s is an American classic with deep roots in our sport, and its return represents more than a new partnership — it symbolizes the power and appeal of NASCAR’s heritage,” NASCAR chief commercial officer Craig Stimmel said in a statement. “As more legacy brands look to NASCAR to connect with loyal, multigenerational fanbases, Hardee’s stands out as a partner that understands the passion, tradition, and energy that fuel our community. We’re thrilled to welcome them back in such a significant way.”
Wallace said Hardee’s had a longstanding and important presence in the sport.
“NASCAR is built on legacy, and Hardee’s has been part of some of the most iconic moments in our sport’s history,” he said in a statement. “To bring that history forward with 23XI is really special and we’re looking forward to representing a brand that means so much to NASCAR’s story. Fans know the Hardee’s paint schemes of the past, and I’m excited to help create some new memories for longtime and newer fans.”
Other Hardee’s initiatives
The agreement is one of several marketing efforts underway by the quick-service chain of around 1,600 restaurants.
It has launched a $4.99 “Choose Your Sandwich” value promotion offering its Big Cheeseburger or Hand-Breaded Chicken Sandwich at that price.
The burger is a quarter-pound angus beef patty with melted American cheese, dill pickles, ketchup and mustard on a brioche-style bun.
The chicken sandwich is made with buttermilk marinated, breaded, and fried chicken breast with pickles and mayonnaise on a brioche-style bun.
For breakfast, it is also offering a two-for-$5 deal, allowing customers to choose from its Sausage & Egg Biscuit, Country Fried Steak Biscuit, Biscuit ‘n’ Gravy, Country Fried Steak, or Biscuit Cinnamon Roll.
Breakfast upgrades
The chain, part of CKE Restaurants based in Franklin, Tenn., has also added brioche options to its breakfast menu, which customers have long enjoyed for its Made From Scratch Biscuits.
The new Super Bacon and Super Sausage Breakfast Sandwiches offer three strips of cherrywood smoked bacon or two grilled sausage patties with two slices of American cheese and an egg.
Additionally, Hardee’s has introduced iced coffee in 16-ounce and 24-ounce sizes made with 100% Arabica beans and offered with half & half and choice of vanilla or caramel syrup.
Sibling chain Carl’s Jr. has also rolled out iced coffee, but with vanilla or mocha syrups.
Carl’s Jr. operates mostly in the western United States while Hardee’s is primarily in the Midwest and Southeast.
Lent preview
Hardee’s is also getting a jumpstart on Lent, which starts on Feb. 18 this year and is generally accompanied by seafood promotions across the restaurant industry, especially in quick service. Hardee’s, and Carl’s Jr., are both introducing their Redhook Beer-Battered Pollock sandwich now, made with the fried fish, lettuce, and tartar sauce on a toasted bun.
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