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IT'S THE SAUCE THAT MAKES 'THE BOSS' AT HARDEE'S

Restaurant Chain Launches New Burger Big on Taste, Not Hype

ROCKY MOUNT, N.C., May 28 /PRNewswire/ -- Hardee's says it's the sauce that'll keep customers coming back for The Boss(TM), the first hamburger in a new product line for the restaurant company that promises distinctive and cravable taste.

The Boss is a quarter-pound hamburger on a seeded bun with shredded lettuce, American cheese, and Hardee's own special recipe Boss sauce, which is a closely guarded secret at the company's Rocky Mount, NC, headquarters.

"Simply put, The Boss is a hamburger with a taste you can't get anywhere else," said Dan Ginsberg, executive vice president of marketing for Hardee's. "We know we're up against some formidable competition when it comes to promoting our new product," Ginsberg added. "But we know that there are customers out there who want great taste, not hype, in a quick-service hamburger restaurant, and we've made sure The Boss delivers on that great taste promise."

Hardee's, which is already known for Made From Scratch(TM) Biscuits, the Frisco(TM) Burger on sourdough bread and thick, real fruit shakes, plans to build on its past successes with an entire lineup of distinctive and cravable products. The company plans to introduce several new products and limited time offers in the months ahead that can't be purchased anywhere else and will set the chain apart in the mature fast food industry.

The Boss(TM) goes to work in Hardee's restaurants systemwide by the end of May, and will be supported by a new advertising campaign beginning June 2.

Hardee's Food Systems, Inc., celebrating its 35th anniversary this year, operates a system of approximately 3,500 company and franchised restaurants in 41 states and 10 foreign countries. Systemwide sales in 1995 exceeded $4.5 billion.
 -0- 5/28/96


/CONTACT: W. Maurice Bridges, Vice President, Public Affairs, Hardee's Food Systems, Inc., 919-450-8943, or fax, 919-450-8534/

/Hardee's Food Systems, Inc. press releases available through Company News On-Call by fax, 800-758-5804, ext. 395625/

CO: Hardee's Food Systems, Inc. ST: North Carolina IN: RST SU: PDT

TL -- CHTU011 -- 0408 05/28/96 15:01 EDT
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Copyright 1996 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:May 28, 1996
Words:352
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