Hardee's Fights to Win Back Customers


Anaheim, California-Hardee's is one of thenation's struggling fast-food brands. However, parent companyCKE Restaurants Inc. believes it can resurrect the ailing brand.The company recently imposed a moratorium on restaurant closings,starting in August. In addition, it plans to start revampingvarious Hardee's locations systemwide and will seek to sellsome company-owned restaurants to franchisees. Most important, CKEis bringing back the chain's signature charbroiled burger.

Still, Hardee's faces stiff competition in the fast-foodmarket. Restaurant analyst Mark Kalinowski believes the road aheadwill be hard for the brand, stating, "Customer perceptions aredifficult to change. Some of the steps that CKE has taken to turnHardee's around have been the right moves. But even if they dofix something, consumers don't give them credit for that rightaway." -Charlotte Observer Online

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