History of Carl's Jr. in Timeline

Carl's Jr. is an American fast-food restaurant chain owned by CKE Restaurant Holdings, Inc. It is known for its burgers and has a significant presence through franchisees in North and South America, Asia, Oceania, Europe, and Africa. CKE Restaurant Holdings, Inc. also owns Hardee's.

May 2005: Introduction of the "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 in a provocative swimsuit soaping up a Bentley automobile. The commercial was directed by Chris Applebaum.

2005: Marketing campaign featuring bikini-clad models

In 2005, Carl's Jr. launched a marketing campaign featuring bikini-clad models posing suggestively to capture the "hungry, young guy" demographic. The advertisements were criticized for objectifying women and prompted calls to boycott Carl's Jr. CEO Andrew Puzder defended the campaign.

2008: Karcher's disapproval of sexualized advertising

In 2008, before his death, Karcher expressed his disapproval of the sexualized nature of Carl's Jr.'s advertising. He was reported as heartbroken that the company he founded on Christian principles had taken such "an amoral act."

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

In 2013, with the two chains selling many common menu items, Carl's Jr. began to advertise nationally in conjunction with Hardee's for products sold by both brands.

January 2015: Release of "All Natural Burger" commercial with Charlotte McKinney

In January 2015, Carl's Jr. released a commercial online featuring model Charlotte McKinney advertising its new All Natural Burger to air regionally during Super Bowl XLIX. The ad sparked controversy and garnered significant media attention.

June 2016: Success of Charlotte Mckinney "Au Natural" Ad Debut

As of June 2016, Charlotte McKinney's "Au Natural" ad debut has 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 focus

In March 2017, Carl's Jr. released a commercial featuring Carl Hardee Sr. who returns to the office to find his son focusing on sex appeal over its food. The commercial marked a turning point in CKE's advertising, claiming it wanted to move away from its provocative ads and focus more on food and introduced modernized logos for both Carl's Jr. and Hardee's.

2018: Resumption of separate campaigns and "The Call of Carl's" featuring Matthew McConaughey

In 2018, CKE resumed producing separate campaigns for their Hardee's and Carl's Jr. brands. For Carl's Jr., it started The Call of Carl's campaign featuring the voice of Matthew McConaughey.

August 2021: Expansion plans in Russia

In August 2021, Carl's Jr. announced a master franchise agreement with Nevada Russia Franchising Company LLC to expand its footprint in Russia by developing over 300 additional restaurants.