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HARDEE'S WINGS ITS WAY INTO KFC'S BACKYARD FOR LATEST SKIRMISH IN CHICKEN WARS

 LOUISVILLE, Ky., April 14 /PRNewswire/ -- Look out, Colonel! The taste that beat KFC(R) Original Recipe(R) almost two-to-one in an independent test has arrived in your hometown of Louisville. Hardee's(R) Fresh Fried Chicken is now being served in all 42 Hardee's restaurants in the Louisville area. The occasion was marked today at a luncheon given by Hardee's President and Chief Executive Officer Robert Autry and Hardee's Area Vice President George Kelsey.
 Hardee's has had remarkable success with fresh fried chicken in nearly 2,000 other restaurants. Profits for the company were up 57 percent in 1992 over the previous year.
 "The response to our fresh fried chicken at stores throughout the country has been enthusiastic," said Kelsey. "It was only natural that we give Louisville-area customers this great taste alternative."
 Why did the taste of Hardee's(R) Fresh Fried Chicken beat KFC(R) Original Recipe(R)? Maybe it's because Hardee's chicken is fresh, never frozen. The chicken is breaded twice by hand, then cooked in 100 percent vegetable oil, like you would cook it at home. Hardee's then cuts its tender, juicy chicken into eight full pieces -- no mystery pieces here! Add Hardee's Made From Scratch(TM) Biscuits, and you'll know why we call it "real food."
 Go ahead, Louisville, start counting your chickens. Hardee's is committed to economic growth in the area. The introduction of chicken means a $2.2 million boost for the local economy. That figure is based on the creation of new jobs, more than $630,000 in new salaries, $1.3 million in new capital investment, and an estimated $210,000 in new sales tax revenue.
 Hardee's is not only committed to real food, but making a real difference in the communities where its restaurants are located. Today, Hardee's donated a check for $5,000 to the Jefferson County Public Education Foundation to go toward the purchase of computers.
 Hardee's Food Systems, Inc., headquartered in Rocky Mount, N.C., operates a system of 4,000 company and franchise restaurants in 40 states and 11 foreign countries. Approximately 650 of the restaurants operate under the Roy Rogers trademark. Hardee's has expanded its hamburger and sandwich menu with fresh fried chicken, becoming the second-largest chicken restaurant chain in the world.
 COUNTING OUR CHICKENS: THE ECONOMIC IMPACT
 Hardee's is sold on the Louisville area with a $2.2 million investment. Here's how the introduction of Hardee's(R) Fresh Fried Chicken into the 42 restaurants adds up ...
 -- New product requires four part-time jobs per restaurant equals
 168 new jobs
 -- 168 new jobs equals $630,000 in new salaries
 -- New equipment needed to roll product equals $1.3 million in
 capital investment
 -- New sales tax revenues equals $210,000.
 -0- 4/14/93
 /CONTACT: W. Maurice Bridges, director, public affairs of Hardee's Food Systems, 919-977-8943/


CO: Hardee's Food Systems, Inc. ST: Kentucky IN: LEI SU:

CH -- CH004 -- 5570 04/14/93 09:37 EDT
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Publication:PR Newswire
Date:Apr 14, 1993
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