Hardee's "Monster Thickburger" and its cousins

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BT
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2005/01/27 16:18:47 (permalink)

Hardee's "Monster Thickburger" and its cousins

MEDIA & MARKETING

At Fast-Food Chains,
Era of the Giant Burger
(Plus Bacon) Is Here

By STEVEN GRAY
Staff Reporter of THE WALL STREET JOURNAL
January 27, 2005; Page B1


ST. LOUIS -- The order sounded like heresy to Bruce Frazer, chief architect of hamburgers for the Hardee's fast-food chain. While Hardee's rivals were making menus leaner and greener, Mr. Frazer's boss ordered him to build a "bigger, better burger."

First, Mr. Frazer delivered the Thickburger, topping out at two-thirds of a pound of Angus beef. Good, his boss said, now make an even bigger one. In November, Hardee's unveiled Mr. Frazer's Monster Thickburger: a pair of 5.7-ounce patties, four strips of bacon and three slices of American cheese on a buttered sesame-seed bun slathered with mayonnaise. It weighed in at 1,418 calories -- 600 calories more than Burger KingCorp.'s Whopper with cheese, or the equivalent of more than two of McDonald's Corp.'s Big Macs.

"Food porn," cried the Center for Science in the Public Interest, the Washington advocacy group.

Jay Leno joked that the Monster Thickburger comes in a cardboard box shaped like a coffin. "Would you like a defibrillator with that?" wrote the Chicago Tribune's restaurant critic, while describing the burger as "unfortunately delicious."

It was just what Mr. Frazer's boss, Andrew Puzder, wanted to hear. "If I was going to survive, I needed to do things that people who weren't succeeding were afraid to do," says Mr. Puzder, chief executive of CKE Restaurants Inc., owner of Hardee's. He yearned for a burger like the ones he devoured at St. Louis pubs while attending law school. Now, he says, "we get thank-yous for putting out a burger that people can actually eat."

Big burgers aren't confined to Hardee's. Culver's, a Midwestern chain, has found a hot product in its Jumbo Bacon ButterBurger Deluxe -- beef patties, bacon, cheese, mayonnaise and pickles (1,100 calories); Burger King offers the Double Whopper With Cheese (1,060 calories); and McDonald's features the Double Quarter Pounder with Cheese (730 calories).

This week, a federal appeals court reinstated part of a lawsuit alleging that McDonald's misled young consumers about the healthfulness of its products. A trial judge had previously dismissed the suit; McDonald's said it believes the case will be dismissed again.

John Banzhaf III, a George Washington University law professor who is advising plaintiffs in the McDonald's case, says Hardee's could be asking for a similar lawsuit because it doesn't disclose on restaurant menus that the Monster Thickburger's 107 grams of fat far exceed the maximum daily fat-gram intake recommended by the federal government. Brad Haley, a spokesman for CKE, says, "We've been pretty up-front about what we're doing with regard to the Monster Thickburger ... People would be hard-pressed to assume it was anything other than what it was."

Harry Balzer, a vice president at market-research firm NPD Group, says, "Americans have the means to eat healthier. But when it comes down to the privacy of our eating patterns, we eat what feels good."

Wholesome or not, Thickburgers have certainly been healthy for Hardee's, based here in St. Louis, and CKE, of Carpinteria, Calif. Burger sales at the roughly 2,050 Hardee's outlets have climbed 20% since the 2003 introduction of the first Thickburgers. CKE has posted 19 consecutive months of same-store sales growth, after years of the opposite. The company's stock price, which hit a low of $3.69 in December 2002, was $14.11, up 42 cents, as of 4 p.m. yesterday in composite trading on the New York Stock Exchange.

Fast-food fare is usually prepared quickly and cheaply, with the most-basic ingredients. But as Mr. Frazer cooked up the Thickburger, he heeded Mr. Puzder's mandate to ignore conventional wisdom about ingredients and cost. "He took the shackles off our thinking," says Mr. Frazer, whose is head of product marketing, research and development at CKE.

Mr. Puzder is a tall, lean 54-year-old in a crewcut who paid his way through nearby Washington University law school playing guitar in a rock band. He was personal attorney to CKE founder Carl Karcher when Mr. Karcher brought him into the business. Mr. Puzder was named president and chief executive of Hardee's in June 2000, and a few months later became head of CKE.

At the time, Hardee's restaurants were grimy, service was poor, and the food was terrible, he says. But CKE had had success selling extra-large Six Dollar Burgers (they actually cost about $3.95) at another CKE unit, Carl's Jr. Mr. Puzder bet that while Americans talk a lot about eating healthier, they were behaving otherwise. In 2002, he gave Mr. Frazer his marching orders: "No more skinny burgers."

Consumers have long told fast-food chains that they want burgers with mayonnaise, but many chains eschew mayo because it is expensive. Mr. Frazer went with it anyway. Working with a development team in the Hardee's test kitchen, he increased the thickness of dill pickles on the sandwich and switched to a tastier, more-expensive American cheese.

The designers considered using a single thick tomato slice, but "it was just too tomatoey," Mr. Frazer says, so they settled on two thinner slices. Four slices of bacon overpowered the original Thickburger, so three were used, although the Monster Thickburger was big enough to handle four. Bigger burgers required a firmer bun, which required more dough -- at still more cost. Mr. Puzder wanted butter on the buns, so Hardee's commissioned the creation of a "butter wheel" that the bun's bottom is rolled over before it's popped onto a grill. Finally, Hardee's made franchisees pay for $7,000 grills with bigger flames that reduce cooking time and give burgers a "char flavor," Mr. Frazer says.

"The costs were pretty heavy [but] we had to do something," says Bill Boddie, chief executive of Boddie-Noell Enterprises Inc., the Rocky Mount, N.C., franchisee of about 320 Hardee's units. His sales had fallen throughout the late 1990s, he says, but are now climbing again.

Hardee's then splurged on advertising that cost $55 million last year. All the spending showed up in the price that Hardee's recommends franchisees charge for a Monster Thickburger: $5.49. By comparison, the most-expensive McDonald's sandwich, the Double Quarter-Pounder with cheese, is $3.60 in the Chicago area, while Burger King's Angus Bacon and Cheese sandwich runs just over $4.

The high price has helped boost the average guest check at Hardee's by 5% to $4.58 in the past year. Annual average sales per restaurant have risen nearly 19%, from a low of $716,000 in fiscal 2001 to $850,000 in the third quarter of fiscal 2005, but are still below the $1 million industry average.

As Hardee's had hoped, Thickburgers have done especially well with men aged 18 to 34 years old. Recently, at a Hardee's in Niles, Mich., a working-class town, Ben Townsend, 27, bit into a Bacon Double Cheese Thickburger -- all 1,300 gooey calories of it, plus fries. Was he worried it might endanger his health? "I've never even thought about it," said Mr. Townsend, who builds homes. "And to be honest, I don't really care. It just tastes good."

Write to Steven Gray at steven.gray@wsj.com4
#1

27 Replies Related Threads

    chezkatie
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/01/27 16:58:33 (permalink)
    " />" />" /> Oh well, to each his own.
    #2
    Adjudicator
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/01/27 18:54:43 (permalink)
    This was the topic of a prior thread, I believe.
    #3
    jeepguy
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/01/27 19:49:47 (permalink)
    The article above and all the rest of the insane media hype about a triple cheeseburger from a s'hole like Hardee's has really won the hearts of America. Great campaign though! I said this months ago. How many of you or your friends have eaten a monster thickburger? And if they did, did they go back again? Advertising has put them in the limelight, not that POS sandwich. Just told you how i feel, so don't ask!
    #4
    Michael Hoffman
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/01/27 21:01:16 (permalink)
    I just checked, and the closest Hardees to me is about 30 miles away. I heading down there tomorow.
    #5
    BT
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/01/28 01:06:59 (permalink)
    quote:
    Originally posted by Peachpie9

    I'm not sure what this thread is actually about


    What would you like it to be about? Feel free to free associate. Personally, I thought it was about a very large, high calorie sandwich which a lot of self-important people think will destroy western civilization or at least make most of our kids extraordinarily fat (if we let them eat it).

    It's also about all the money Hardee's is making from the people who do eat it. In that sense, it's about the glory of free enterprise and the American Way of Life.
    #6
    UncleVic
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/01/28 12:50:10 (permalink)
    I say Cheers to Hardees! It's nice to have the option of getting a hearty burger if you desire one. I normally have to go to a tavern to find one to fit the bill, but it's nice that when your traveling down the road, one of those fast food places will satisfy.... Now if they would serve a glass a beer to go along side that burger!
    #7
    Mosca
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/01/28 12:57:55 (permalink)
    Hey... did anyone miss the part of the article that said that they used higher quality cheese, meat, bread, and condiments, and they primarily concentrated on making not just a BIGGER burger, but a BETTER TASTING burger?

    So I can go get a MTB, and cut it in half and feed two. Not a bad option, if I'm traveling the interstate and don't have time to drive 20 miles to Dick's Diner. Or if I have a half hour for lunch, I can get a regular TB.

    I see nothing wrong with a fast food restaurant wanting their food to taste good. Thanks for the report; I'm going to track one of these suckers down and eat it.


    Tom


    #8
    ScreamingChicken
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/01/28 13:51:15 (permalink)
    quote:
    Originally posted by Mosca

    Hey... did anyone miss the part of the article that said that they used higher quality cheese, meat, bread, and condiments, and they primarily concentrated on making not just a BIGGER burger, but a BETTER TASTING burger?
    I see nothing wrong with a fast food restaurant wanting their food to taste good. Thanks for the report; I'm going to track one of these suckers down and eat it.
    Shortly after Hardee's introduced its TBs I was in Anamosa IA at the intersection of US-151 and IA-64 at lunchtime and was hungry to the point of getting a headache. I was pressed for time so when I saw a Hardee's sign I figured that while it wouldn't be anything to write home about it'd do the trick. IIRC the burger came in 3 sizes; I can't remember which one I ordered but I was pleasantly surprised as it definitely exceeded my expectations. Yeah, it's still a fast-food place and I'll still look for the local options first, but it does make for a better-than-average alternative.

    Brad
    #9
    Michael Hoffman
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/01/28 14:08:34 (permalink)
    I didn't get to go to Circleville for a Monster Thickburger. Maybe this weekend.
    #10
    CarolinaBill
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/01/28 16:34:30 (permalink)
    Hardee's thickburgers are huge improvement over their earlier product - I even go there on purpose once in a while! I haven't tried the Monster....I need a little lettuce and tomato action going to help be rationalize that there is something healthy between the buns....I usually just go with basic 1/3 lb Thickburger.

    Last visit though, they did ruin the burger with the various dressings. I DESPISE mustard and mayo together, but on these, they usually use so little mustard that I can ignore it. However, this burger had about 4 tablespoons EACH of mustard and mayo oozing all over the place, making a pale yellow goo that spilled everywhere. I managed to scrape most of it off, but was fairly nauseated by it at this point. Oh well, I'll just chalk it up to one bad experience and try again, this time telling them to hold the onions AND the mustard.
    #11
    prius
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/01/28 17:03:48 (permalink)
    Hey jeepguy...are there Hardees in your area. Their thickburgers are quite good and better than 90% of the Mom&Pop operation's burgers. That big Monsterburger is not for me, but I do believe the ad campaign is designed to be just that...an ad campaign. It appears to me that Americans still desire the choice to make their own choices.
    #12
    BT
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/01/28 19:59:38 (permalink)
    quote:
    Originally posted by Peachpie9

    quote:
    Originally posted by BT

    quote:
    Originally posted by Peachpie9

    I'm not sure what this thread is actually about


    What would you like it to be about? Feel free to free associate. Personally, I thought it was about a very large, high calorie sandwich which a lot of self-important people think will destroy western civilization or at least make most of our kids extraordinarily fat (if we let them eat it).

    It's also about all the money Hardee's is making from the people who do eat it. In that sense, it's about the glory of free enterprise and the American Way of Life.


    I didn't mean that it wasn't about anything, but that there seemed to be 'way more than just one issue. Sorry I didn't make myself clear. I was also trying to trivialize the issues in the name of (dubious?) humor. Sorry for that, too.


    Trivialize in the name of humor? In case it wasn't obvious, me too! But the thought of that burger made me eat a KingSize order of Burger King onion rings with that addicting sauce and its zillion grams of transfat today.

    As to my own words of wisdom, I couldn't think of anything to add, but I thought I might provoke some kind of conversation with that article. And, it seems I have.

    Let me just say--I'm all for variety: fast food, chains, mom & pops, big burgers, little burgers, whatever. I think this sandwich adds to the options. Since I am too darned fat, I doubt I'll let myself have one, but bully for the scrawny SOB's who can!
    #13
    Adjudicator
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/01/28 21:18:24 (permalink)
    quote:
    Originally posted by CarolinaBill

    Hardee's thickburgers are huge improvement over their earlier product - I even go there on purpose once in a while! I haven't tried the Monster....I need a little lettuce and tomato action going to help be rationalize that there is something healthy between the buns....I usually just go with basic 1/3 lb Thickburger.

    Last visit though, they did ruin the burger with the various dressings. I DESPISE mustard and mayo together, but on these, they usually use so little mustard that I can ignore it. However, this burger had about 4 tablespoons EACH of mustard and mayo oozing all over the place, making a pale yellow goo that spilled everywhere. I managed to scrape most of it off, but was fairly nauseated by it at this point. Oh well, I'll just chalk it up to one bad experience and try again, this time telling them to hold the onions AND the mustard.


    Improvement? Possibly true. However, who remembers the really good Hardee's burgers from the early 70's (that we shall never see again... )
    #14
    jeepguy
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/01/29 05:54:14 (permalink)
    quote:
    Originally posted by prius

    Hey jeepguy...are there Hardees in your area. Their thickburgers are quite good and better than 90% of the Mom&Pop operation's burgers. That big Monsterburger is not for me, but I do believe the ad campaign is designed to be just that...an ad campaign. It appears to me that Americans still desire the choice to make their own choices.
    No Hardees around here in Chicago area, but in SC where i spend very much time, there are. The marketing genius that thought this up should be living large at this point! Everyone's talking!
    #15
    QFan
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/01/29 09:12:36 (permalink)
    quote:
    Originally posted by prius

    Hey jeepguy...are there Hardees in your area. Their thickburgers are quite good and better than 90% of the Mom&Pop operation's burgers. That big Monsterburger is not for me, but I do believe the ad campaign is designed to be just that...an ad campaign. It appears to me that Americans still desire the choice to make their own choices.

    Ditto!
    I haven''t eaten the "monster" yet and probably won''t, but the TB''s are a huge improvement over what they had previously and IMO better than 98% of the other FF burgers out there today. Incidentally, the burgers at Carl''s Jr on the left coast have always been a cut above most the rest as well. So I''d say we all got lucky when CKE took over Hardee''s and saved it from near extinction.
    QFan
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    #16
    Adjudicator
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/01/29 10:34:03 (permalink)
    Forget the the "Quarter Pounder"...McDonald's just unveiled its new "Two Pounder"....it packs a whopping 3,840 Calories!!!!



    #17
    BT
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/01/29 11:06:57 (permalink)
    quote:
    Originally posted by Peachpie9

    quote:
    Originally posted by BT
    Since I am too darned fat, I doubt I'll let myself have one, but bully for the scrawny SOB's who can!


    I think you're JUST RIGHT!


    {{{S-W-O-O-N}}}
    #18
    BT
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/01/29 11:14:50 (permalink)
    quote:
    Originally posted by Adjudicator

    Forget the the "Quarter Pounder"...McDonald's just unveiled its new "Two Pounder"....it packs a whopping 3,840 Calories!!!!






    Now this is something they need to feed to volunteers or something as an experiment to see if eating nothing else can support human life, sort of like what they do with pet food, because that's plenty of calories to meet the daily needs of even an adult male doing fairly heavy work. The question becomes, "Does it have sufficient high quality protein, vitamins and trace elements etc to do the job?" Because imagine how our lives would be simplified if we could just forget about meals and such and just pack away one of these every day. Or consider, say, the Tsunami vicitms: we won't need big time relief efforts, just build subsidized McD's in the disaster zones. What a service to humanity MickeyD will have done!
    #19
    harriet1954
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/01/29 16:48:22 (permalink)
    I barely remember this place in Philly in the 70s. I think it was short-lived. The closest one to me is in Delaware, and they seem to start in mid-PA, probably along the PA Turnpike, I'm thinking. I'm sure I never even ate at a Hardees. Maybe they'll make a return to this area. They have no locations in the entire state of New Jersey.

    I bet my younger-of-two-older brothers could eat one of those with no problem (and he's been WARNED by the doctor).
    #20
    BT
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/02/01 13:34:50 (permalink)
    quote:
    Originally posted by Peachpie9

    Now that the rush of this thread had abated somewhat, and maybe no one will come back to it, I am going to say what occurred to me when I first read the article. I think there is another little gem of marketing genius at work here that the article totally missed. I think the NAME of the sandwich is kinda subliminally suggestive. But maybe that's just me.


    Caught ya gettin' "down and dirty"! No doubt it's a "guy sandwich", though.
    #21
    Bill B.
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/02/02 14:45:27 (permalink)
    Burger King started it. Home of the Whopper.
    #22
    redtressed
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/02/02 15:52:30 (permalink)
    Raises an eyebrow" />........Does the white glove test in this topic in search of innuendo and double entendres. Remains unsure if such is existing in this thread, as she has never uttered such herself and is not sure if she would recognize it as such.....


    Coughs
    Gags
    Chokes

    ....and is immediately struck down by lightning, the plague and flea infestations

    #23
    Bill B.
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/02/02 16:12:21 (permalink)
    As one of the ff joints used to say, Redtressed, have it your way.
    #24
    mr chips
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/02/05 12:26:21 (permalink)
    The Thickburger will rise or fall on its quality. It will appeal to those of us who loke big burgers. Here in Portland we have Stanich's burgers. Jord knows how many other cities have taverns that serve big burgers. If the quality stays high( a big if) I wish Hardee's well
    #25
    LegalLady
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    RE: Hardee's "Monster Thickburger" and its cousins 2005/02/05 13:16:02 (permalink)
    Well Shoot me for thinking it, but the "thickburgers" are good, they do use better products, and I like them. I can make two meals out of 1 burger. Wouldn't even attempt the "Monster". Most fast food burgers & fries tasted good in the 70's/ They used (curse the words) animal fat to cook in, and there weren't all the prerservatives!

    The Lady
    #26
    Sheetzaholic
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    RE: Hardee's "Monster Thickburger" and its cousins 2006/10/05 17:41:17 (permalink)
    I had never been to Hardee's till a southern trip took me through Morgantown, WV and I had to have a Philly Cheesesteak Thickburger. I had it and a roast beef (I wish to die young). Anyway, it was the bomb! I am a Hardee's convert, but there ain't no Hardee's in Pittsburgh...ok Millvale, but I'm in the South Hills... Thickburgers are tasty and you have to love a place that places regular hamburgers in the sidedish department...brilliant.
    #27
    SassyGritsAL
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    RE: Hardee's "Monster Thickburger" and its cousins 2006/10/06 11:04:24 (permalink)
    I remeber the Hardee's Husky back in the 70's. It was my fav. burger. But alas, as all good things must come to a end.
    #28
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