Carl's Jr. Restaurants Case Study

Paper Summary:

The following paper is a review of the background of the company: Carl's Jr. Restaurants, its products, its internal marketing and competition. The branding techniques currently being used and a comparative analysis of CKE and the industry "leader" McDonald's are also discussed.

From the Paper:

"The history of Carl's Jr. restaurants is similar to that of McDonalds: an enterprising young man realized the potential in providing consistent food "fast" to passersby and drive-up customers. Carl Karcher delivered bakery goods to various locations and, noticing how good business was at a hot dog sidewalk stand in L.A., took out a loan on his car to buy it. He and his wife, Margaret, sold hot dogs, chili, tamales and soda for a nickel. Within four years, they were able to expand their operation to four stands, and then moved to Anaheim, California, where they opened their first full-service restaurant, Carl's Drive In Barbecue, adding hamburgers to the menu. In 1956, Carl opened the first two Carl's Jr. restaurants in Anaheim and nearby Brea, he chose the name based on the idea that they were "junior" versions of his full-service restaurant, utilizing the fast food concept: customers paid at the time they placed their order and received their food quickly. Within a decade, Carl was operating 24 restaurants, with a fast-growing reputation for quality food and great service. The company incorporated in 1966 as Carl Karcher Enterprises, Inc."

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