History of Carl's Jr. in Timeline

Carl's Jr. is an American fast-food restaurant chain owned by CKE Restaurant Holdings, Inc., which also owns Hardee's. The chain operates through franchisees in North and South America, Asia, Oceania, Europe, and Africa. Known for its burgers and often provocative advertising, Carl's Jr. competes in the fast-food market globally.

January 1997: Dennis Rodman Commercials Pulled, Then Resumed

In January 1997, Carl's Jr. initially pulled commercials featuring NBA player Dennis Rodman after he was fined and suspended for kicking a cameraman. The commercials resumed after his suspension was lifted.

May 2005: Introduction of "Spicy BBQ Six Dollar Burger" with Paris Hilton Ad

In May 2005, Carl's Jr. introduced its "Spicy BBQ Six Dollar Burger" with a television advertisement featuring Paris Hilton washing a Bentley. The commercial concluded with Hilton's signature phrase, "That's hot."

2005: Marketing Campaign Featuring Bikini-Clad Models

In 2005, Carl's Jr. launched a marketing campaign featuring bikini-clad models, aiming to attract the "hungry, young guy" demographic. The campaign was criticized for objectifying women.

2008: Karcher Objected to Sexualized Advertising

In 2008, before his death, Carl Karcher objected to the sexualized nature of Carl's Jr.'s advertising, viewing it as an amoral act that deviated from the company's Christian principles.

2013: Carl's Jr. and Hardee's Joint National Advertising

In 2013, Carl's Jr. began advertising nationally in conjunction with Hardee's for products sold by both brands, due to the commonality of menu items between the two chains.

January 2015: Release of "All Natural Burger" Commercial Featuring Charlotte McKinney

In January 2015, Carl's Jr. released a commercial featuring Charlotte McKinney advertising its new All Natural Burger, to be aired regionally during Super Bowl XLIX. The ad uses suggestive imagery and double entendres, leading to both criticism and enjoyment.

June 2016: Charlotte McKinney "Au Natural" Ad Success

As of June 2016, Charlotte McKinney's "Au Natural" ad for Carl's Jr.'s All Natural Burger had garnered over 4.5 billion media impressions worldwide and more than 13 million views on the chains' YouTube channel.

March 2017: Introduction of Carl Hardee Sr. and Shift in Advertising

In March 2017, Carl's Jr. introduced a commercial featuring Carl Hardee Sr., signaling a shift away from provocative ads towards focusing on food quality and competition with restaurants like Five Guys, Steak 'n Shake, and In-N-Out Burger. Modernized logos for Carl's Jr. and Hardee's were also introduced.

2018: Resumption of Separate Campaigns Featuring Matthew McConaughey

In 2018, CKE resumed producing separate campaigns for Hardee's and Carl's Jr. For Carl's Jr., they launched "The Call of Carl's" campaign featuring the voice of Matthew McConaughey.

July 2024: Carl's Jr. Australia Master Franchisee Voluntary Administration

In July 2024, the Carl's Jr. Australia master franchisee entered voluntary administration, leading to the immediate closure of 20 company-owned restaurants. KPMG was appointed administrators. The collapse was suspected to be due to reduced spending, increased costs, and overly optimistic expansion. CKE Restaurants remained committed to expanding in Australia.

November 2024: Liquidation of Carl's Jr. Australia Operator

In November 2024, creditors voted to liquidate the Carl's Jr. Australia operator. Some stores were sold to franchisees, and plans for further expansion in Australia were considered, although many branch-owned stores closed permanently or were leased to other operators.