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. It operates via franchisees across North and South America, Asia, Oceania, Europe, and Africa. The chain is known for its burgers and a slightly more edgy marketing approach than some competitors.

May 2005: Introduction of Spicy BBQ Six Dollar Burger

In May 2005, Carl's Jr. introduced its "Spicy BBQ Six Dollar Burger" through a television advertisement featuring Paris Hilton. The commercial, created by Mendelsohn Zien Advertising and directed by Chris Applebaum, showed Hilton washing a Bentley automobile and then eating the burger.

2005: Marketing campaign featuring bikini-clad models

In 2005, Carl's Jr. launched a marketing campaign that featured bikini-clad models in suggestive poses, targeting the "hungry, young guy" demographic. The advertisements faced criticism for objectifying women, leading to calls for boycotts. CEO Andrew Puzder defended the campaign.

2008: Karcher objects to sexualized advertising

In 2008, prior to his death, Carl Karcher expressed his disapproval of the company's increasingly sexualized advertising, finding it to be an "amoral act" that deviated from the Christian principles upon which he founded the company.

2013: National advertising in conjunction with Hardee's

In 2013, with many common menu items, Carl's Jr. began advertising nationally with Hardee's for products sold by both brands.

January 2015: Release of commercial featuring Charlotte McKinney

In January 2015, Carl's Jr. released an online commercial with model Charlotte McKinney for its new All Natural Burger, which aired regionally during Super Bowl XLIX. The commercial features McKinney in a farmers' market implying she is "all natural" until she eats the burger in a bikini. The ad faced criticism but also gained positive reactions. The All Natural Burger is now offered by Hardee's with co-branding.

June 2016: Charlotte Mckinney "Au Natural" ad debut garners media impressions

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.

In March 2017, Carl's Jr. introduced Carl Hardee Sr. (played by Charles Esten) in a commercial, signaling a shift away from provocative ads towards focusing on food quality to compete with chains like Five Guys, Steak 'n Shake, and In-N-Out Burger. Carl Hardee Sr. was to become the new company spokesperson, and the campaign also brought in updated logos for both Carl's Jr. and Hardee's.

2018: The Call of Carl's Campaign

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

August 2021: Expansion in Russia

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