CKE Restaurants Holdings, the parent company of Carl’s Jr and Hardee’s restaurants, has unveiled its investment plan for the physical and digital transformation of its restaurant brands.
Along with its franchise community, the company has decided to make a half a billion-dollar investment in transformations over the next four to six years.
CKE alone plans to make a $60m investment in corporate locations. It intends to upgrade more than 500 restaurant locations across 20 markets by the end of the year.
The investment will focus on refurbishments, technology upgrades and streamlining operations.
CKE Restaurants chief global development officer Matthew Walls said: “The quick-service restaurant (QSR) industry is a game-changing and unconventional group to be a part of – brands are constantly upping their game to meet the demands of today’s evolving consumer.
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“CKE is known for having a finger on the pulse of what customers crave and we have continued to innovate our menus to lean into that, but we are the first to admit that our restaurants haven’t kept up.
“Elevating two brands that are due for much-needed upgrades is no small feat, but one that our team is passionate about. This is just the beginning for the refreshed Carl’s Jr and Hardee’s that consumers know and love.”
The company’s new initiative will include new signage, brand statement elements, lighting enhancements, and interior and exterior digital menu boards.
With these upgrades, CKE expects that its Carl’s Jr and Hardee’s locations will meet the needs of consumers, team members and franchisees.
CKE said that the market transformation initiatives have already started and will continue to roll out throughout the year.
