This paper discusses the evolution of the CKE (Carl Karcher Enterprises) brand as a competitor in the fast-food industry.
Written in 2002; 2,510 words; 7 sources; APA; $ 76.95
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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