Thursday, January 17, 2019

Hardee’s Expanded Marketing Hits Home

Success does leave clues and when it comes to chain restaurant marketing the team driving Hardee’s has picked up all the right clues according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  
When Hardee’s announced a partnership with Tipsy Elves, an original line of limited-edition ski suits, timed to the launch of the new 100 percent Angus Thickburger Melts the interactive participatory undercurrents of success were clear according to Johnson.
The  ski suits are now available for sale at, the new “Melt Wear” from Hardee’s features the hottest trend this winter—a retro ski suit design—channeling the classic one-piece snow jumper everyone remembers sporting on the slopes. The iconic Hardee’s logo adorns the new winter accessory, making anyone who wears it the talk of the mountain and should be a lot of fun.
Jenna Folk, director of brand marketing, Hardee’s  stated “Hardee’s continues to build on its burger offering with two delicious and melty 100 percent Angus Thickburger Melts, available just in time for the winter months,” … “We are further warming you up from head to toe, with our partnership with trendsetting apparel company, Tipsy Elves, to introduce ‘Melt Wear’ to snow lovers this season.”
While the partnership was inspired by Hardee’s Angus Thickburger MeltsMelts, what is driving food sales success today is retail partnerships even in the chain restaurant sector according to Johnson. 
Today, new partnerships can drive sales in foodservice today as your brand is searching for the new electricity to help drive the brand forward. So, just what is your brands new electricity? According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.”
Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, beer, developing brands, unique urban clothing, grocerant positioning, Fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.
All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different.  Are you ready to expand your brands reach?
Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: or visit: for more information.

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