MARKETING FIELD MAILING

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1 MARKETING FIELD MAILING DATE: April 11, 2014 DISTRIBUTION: FROM: All Hardee s Franchisees All Regional Vice Presidents All Directors/Franchise Operations All Directors/Operations All Franchise Business Consultants All Field Marketing Personnel All Corporate Distribution Hardee s Marketing Department ORDER DEADLINE: POP Order Deadline Thursday, April 17 Table of Contents Page(s) Big Chicken Fillet Sandwiches 2-3 Red Burrito $3.99 Fiesta Deal 4 $1 Soft Drink Window Clings 5 Hand-Scooped Shakes Midwest 6 Char Cod Year Round 6 Stars for Heroes Fundraising Campaign 7 Order Worksheets 8-12 Merchandising Schematics attachment 1

2 Big Chicken Fillet Sandwich Bacon Swiss Big Chicken Fillet Sandwich Introduction As previously announced, on 5/19, we will be introducing the Big Chicken Fillet Sandwiches at both Hardee s and Carl s J. Following successful testing at both brands, we plan on promoting as, The Biggest Chicken Fillet Sandwich in QSR for Less Cash. It promises to be a highly incremental sales building event, given the currently low ADQs on the Hand-breaded Chicken Tender Sandwiches which it will replace. It is a pre-cooked product that comes in frozen similar to our old Big Chicken Fillet Sandwich. In addition to the Big Chicken Fillet, we will also be offering the Bacon Swiss version of this sandwich. Menu Status Big Chicken Sandwich Core Bacon Swiss Big Chicken Sandwich LTO Core Key Dates POP Arrives 5/14 POP Order Deadline 4/17 Start sell 5/19 Media Begins 5/26 Stop sell (Bacon Swiss) TBD Build Big Chicken Fillet Sandwich Fresh Baked Bun Crown (Whirl), 3/8 oz. Mayo, (1) 5 oz. Chicken Fillet, (2) Tomatoes, (2) Lettuce Leaves, 3/8 oz. Mayo, Fresh Baked Bun Heel (Whirl), Collar Wrap, Yellow Carton Bacon Swiss Big Chicken Fillet Sandwich Fresh Baked Bun Crown (Whirl), 3/8 oz. Mayo, ( 2) Bacon strips, (1) Swiss cheese, (1) 5 oz. Chicken Fillet, (2) Tomatoes, (2) Lettuce Leaves, 3/8 oz. Mayo, Fresh Baked Bun Heel (Whirl), Collar Wrap, Yellow Carton, BACON Label Financials Big Chicken Fillet Sandwich Entrée Small Retail Price* $3.99 $5.99 F&P $1.30 $1.91 F&P % 32.50% 31.90% Penny Profit $2.69 $4.08 Bacon Swiss Big Chicken Fillet Sandwich Entrée Small Retail Price* $4.99 $6.99 F&P $1.54 $2.15 F&P % 30.84% 30.74% Penny Profit $3.45 $4.84 2

3 POP Merchandising Indoor & Outdoor Hero Translites Indoor & Outdoor Translites Register Toppers Window Cling Broadcast Support :15 TV :30 Radio 3

4 $3.99 Red Burrito Fiesta Deal Introduction We recently tested a number of bundled deals in our Red Burrito units and found a deal consisting of 2 Beef Tacos, Small Super Nachos and a Small Soft Drink for $3.99 performed well. Our plan is to roll this deal into Company Red Burrito units after our depletion of Cod Tacos. Financials Retail Price $3.99 F&P $1.78 F&P % 44.6% Penny Profit $2.21 POP Merchandising Indoor and Drive Thru Translites Window Cling Broadcast Support :30 Radio NON PARTICIPATING Red Burritos For franchise Red Burrito restaurants that choose not to participate in the $3.99 Fiesta Deal, replacement translites for Cod Taco will be shipped. Non participating Red Burritos will be shipped indoor and outdoor translites featuring Large Taco Salad and Large Super Nachos. 4

5 $1 Soft Drink Window Clings Once again this summer we are making available Window Clings (funded by Coca Cola) to promote $1 Soft Drinks. There are two versions of the clings available as shown below. If you are interested in receiving, please order via the enclosed order worksheets for an in-store date of 5/14. $1 Any 30 oz. Soft Drink (WC-2715) $1 Any Size Soft Drink (WC-2719) 5

6 Introduction Hand-Scooped Shakes to replace Side Salad on Menuboard Some Midwest DMA s Recently we determined through a menu mix optimization study that Side Salad ADQs were similar in restaurants whether the Side Salad was pictured on the menuboard or on a listing line only. Therefore, we have decided this menuboard real estate would better serve overall sales if we replaced the Side Salad image with a Hand-Scooped Shakes image. Any restaurant who currently has Side Salad pictured in their combo line-up will receive replacement translites featuring Hand-Scooped Shakes in their POP kits arriving on 5/14. These translites are being funded by HNAF. Char Cod Year Round For DMA s that changed their Char Cod Year Round status, new listing panels will be shipped to those units to reflect the recent vote. If you did not make any changes, no POP will be included. If you have questions regarding your DMA, please contact your Field Marketing Manager. 6

7 Stars for Heroes Fundraising Campaign Again this year, Hardee s & Carl s, Jr. Restaurants will promote the Stars for Heroes campaign in support of military veterans and families. Campaign Dates: Hardee s May 19 June 15 Carl s May 21 June 17 POP Kits will arrive on 5/14 and will include the following funded items: Countercard Die-cut Stars (5 packs of 100) Coupons (5 packs of 100) Spike Sign & Hardware Managers Guide The coupon offers will be as follows: OFFER COUPON CODE Free Small Hash Rounds and Small Drink with the purchase of any Biscuit Sandwich 611 BOGO Bacon, Egg & Cheese Biscuit 424 Free Small Fry and Small Drink with purchase of any Thickburger 548 Free Small Fry & Small Drink with purchase of 5 pc. Chicken Tenders 391 Additional stars and coupons can be pre-ordered using the attached order form. Additional stars and coupons will remain on-shelf at our POP Fulfillment Center during the promotion while supplies last. If your units are not planning to participate, please complete the Opt Out Form attached and return no later than 4/17. 7

8 Order Deadline: 4/17/14 In-Store Date: 5/14/14 Big Chicken Fillet Sandwiches Merchandising Order Worksheet BILL TO: ATTN: ADDRESS: ADDRESS: City, State, Zip: CENTRAL SHIP TO ADDRESS FILL OUT ONLY IF YOU WANT POP SHIPPED SOMEWHERE OTHER THAN THE RESTAURANTS. ATTN: ADDRESS: ADDRESS: City, State, Zip: Phone #: Contact Name: UNLESS SPECIFIED ALL POP MATERIALS ORDERED WILL BE SHIPPED DIRECTLY TO THE RESTAURANTS. IF YOU WANT YOUR POP SHIPPED TO A CENTRAL LOCATION, PLEASE COMPLETE THE SHIP TO ADDRESS ABOVE PROVIDING THE CENTRAL SHIP TO ADDRESS. Big Chicken Fillet Sandwiches Triad kit Includes: Indoor Translites, Outdoor Translites, Register Toppers, Window Cling and Pricing Decals Non-Triad Kit Includes: Indoor Translites, Outdoor Translites(if applicable), Register Toppers, Spike Sign, Window Cling and Pricing Decals KT-3270 Estimated Cost (does not include shipping, packaging & handling) PEOPLESOFT UNIT NO. Triad $75 - $95 Pepsi - $90 - $120 Non-Triad - $90 - $120 Qty Please place your orders through KDM POP one of three ways: Fax: POP.Hardees@kdmpop.com Call:

9 Order Deadline: 4/17/14 In-Store Date: 5/14/14 Red Burrito $3.99 Fiesta Deal Merchandising Order Worksheet BILL TO: ATTN: ADDRESS: ADDRESS: City, State, Zip: CENTRAL SHIP TO ADDRESS FILL OUT ONLY IF YOU WANT POP SHIPPED SOMEWHERE OTHER THAN THE RESTAURANTS. ATTN: ADDRESS: ADDRESS: City, State, Zip: Phone #: Contact Name: UNLESS SPECIFIED ALL POP MATERIALS ORDERED WILL BE SHIPPED DIRECTLY TO THE RESTAURANTS. IF YOU WANT YOUR POP SHIPPED TO A CENTRAL LOCATION, PLEASE COMPLETE THE SHIP TO ADDRESS ABOVE PROVIDING THE CENTRAL SHIP TO ADDRESS. Red Burrito $3.99 Fiesta Deal Kit Includes: Indoor Translite, Outdoor Translite, Window Cling REDB-KT-0017 Estimated Cost (does not include shipping, packaging & handling) $50 - $70 PEOPLESOFT UNIT NO. Qty Please place your orders through KDM POP one of three ways: Fax: POP.Hardees@kdmpop.com Call:

10 $1 Soft Drink Window Clings Order Worksheet Order Deadline: 4/17/14 In-Store Date: 5/14/14 BILL TO: ATTN: ADDRESS: ADDRESS: City, State, Zip: CENTRAL SHIP TO ADDRESS FILL OUT ONLY IF YOU WANT POP SHIPPED SOMEWHERE OTHER THAN THE RESTAURANTS. ATTN: ADDRESS: ADDRESS: City, State, Zip: Phone #: Contact Name: UNLESS SPECIFIED ALL POP MATERIALS ORDERED WILL BE SHIPPED DIRECTLY TO THE RESTAURANTS. IF YOU WANT YOUR POP SHIPPED TO A CENTRAL LOCATION, PLEASE COMPLETE THE SHIP TO ADDRESS ABOVE PROVIDING THE CENTRAL SHIP TO ADDRESS. $1 Any 30 oz. Soft Drink $1 Any Size Soft Drink WC-2715 WC-2719 Estimated Cost (does not include shipping, packaging & handling) Coke Funded Coke Funded PEOPLESOFT UNIT NO. Qty Qty Please place your orders through KDM POP one of three ways: Fax: POP.Hardees@kdmpop.com Call:

11 Order Deadline: 4/17 In-Store Date: 5/14 Stars for Heroes Additional Stars & Coupons Order Worksheet BILL TO: ATTN: ADDRESS: ADDRESS: City, State, Zip: CENTRAL SHIP TO ADDRESS FILL OUT ONLY IF YOU WANT POP SHIPPED SOMEWHERE OTHER THAN THE RESTAURANTS. ATTN: ADDRESS: ADDRESS: City, State, Zip: Phone #: Contact Name: UNLESS SPECIFIED ALL POP MATERIALS ORDERED WILL BE SHIPPED DIRECTLY TO THE RESTAURANTS. IF YOU WANT YOUR POP SHIPPED TO A CENTRAL LOCATION, PLEASE COMPLETE THE SHIP TO ADDRESS ABOVE PROVIDING THE CENTRAL SHIP TO ADDRESS. Stars for Heroes Die-Cut Stars & Coupons STAR14-STAR & STAR14-COUP-H Pack of 100 each Estimated Cost (does not include shipping, packaging & handling) No Cost PEOPLESOFT UNIT NO. Qty Please place your orders through KDM POP one of three ways: Fax: POP.Hardees@kdmpop.com Call:

12 STARS FOR HEROES OPT OUT Advise KDM by April 17, if you do not want to receive the Stars for Heroes materials. STARS FOR HEROES OPT OUT PEOPLESOFT UNIT NO. Please place your orders through KDM POP one of three ways: Fax: POP.Hardees@kdmpop.com Call:

13 Menuboard Schematics 5/19/14 Big Chicken Fillet Sandwiches SC

14 SC Indoor

15 SC Outdoor

16 EXTERIOR Roof Banner 2 for $3 Double CB X-Men Sweepstakes (until cups depleted) 2 for $3 or $3.33 Sausage & Egg Biscuit X-tra BEC Biscuit Western X-Tra Bacon Thickburgers Big Chicken Fillet Sandwich $5 5 pc. Chicken Tender $5 Big Bag Mix N Match or $5 Big Bag Exterior Window Cling Priority List 1. Big Chicken Fillet 2. Western X-Tra Bacon Thickburgers 3. X-tra BEC Biscuit 4. X-Men Sweepstakes (until cups depleted) 5. 2 for $3 or $3.33 Bacon, Egg & Cheese Biscuits 6. $5 5 pc. Ckn Tender 7. $5 Big Bag Mix N Match or $5 Big Bag 8. 2 for $3 Double Cheeseburger Original Thickburger (Die-Cut Pole Sign) New! New! X-tra BEC Biscuit Jalapeno Thickburger Big Chicken Fillet Side One Side Two SC

17 DRIVE-THRU Hand-Breaded Ckn Tenders & Coke Snaplock Frame: Fresh Fresh Baked Buns Fresh Baked Buns Baked PLEASE ORDER BY COMBO # Presell Buns Charbroiled 100% 1/3 Lb. CB 1/3 Lb. Original TB Angus Beef TB 1/3 Lb. Mush. & Swiss Baocn Cheese TB Post Side 2 - Hand-Scooped Shakes Line of 1/3 Lb. Thickburgers on Fresh Baked Buns X-Men Sweepstakes (until cups depleted) Stars for Heroes 1/3 Lb. Frisco Six Dollar TB Monster TB Char Ckn Little Thick CB Big Hot Ham Little TB Jumbo Chili Dog Windmaster Oversized Spike Sign Spike Signs OCB Graphics: Lunch - Big Chicken Fillet / Heinz Breakfast X-tra BEC Biscuit / Cinnamon N Raisin SC

18 INTERIOR Nutrition Posters December 2013 Interior Window Clings Best Burger Fresh Baked Buns Monster Thickburger Mushroom & Swiss Thickburger Napkin Dispenser Insert Side 2 X-Men Sweepstakes (until cups depleted) Side 1 Western X-Tra Bacon Thickburger Trayliner X-Men (while supplies last) Breakfast Dessert Case: Side 1 2 for $1 Choc. Chip Cookies Side 2 Chocolate Chip Cookies Big Chicken Fillet Countercards Core Flavor Shakes & Malts X-Men Sweepstakes (until cups depleted) Stars for Heroes SC