Back to burgers: Carl's Jr. ditches bikini-clad ads

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Carl's Jr. and Hardee's are ditching advertisements featuring scantily-clad women.

The ads have featured everyone from supermodel Kate Upton to Paris Hilton, but now the burger chain is moving in a new direction to bring in new customers and focus on the food. Between them, they have chowed down the company's burgers in negligees and leather bikinis, and eaten salads in beds and in bubble baths.

It looks like burger chains Carl's Jr. and Hardee's have finally grown up.

"Pioneering a new way of food, daring food, cutting out corners food for you", as Carl Hardee Sr. says in the ad.

CKE- the parent company of Carl's Jr. and Hardee's- now operates 3,800 restaurants around the the world.

In the commercial, Hardee Sr. tears down posters of models in the company's executive offices and repos his son's sports auto while preaching the values of all-natural beef and pioneering customer service.

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For the past 15 years Carl's Jr. In a flashback sequence, he explains that Carl's Jr. and Hardee's restaurants have helped pioneer things like the charbroiler and the drive-thru throughout their history. Have a Monster Biscuit in the morning and a Breakfast Burger for lunch...and dinner.

AdWeek notes the name Carl Hardee is an amalgam of the company's founders Carl Karcher and Wilbur Hardee. With their new fictional character and marketing shift, it might just be the answer to the dwindling business. The fast food chain is one of several rebranding efforts that challenge the notion that sex, and only sex, sells. So, we "naturally' wanted to try to do something similar with our charbroiled, chicken breast fillet sandwiches, but we had set the bar pretty high for ourselves with our All-Natural Burger".

However, in a millennial era, Carl's Jr.is struggling to cope up and maintain its brand as a poll released in 2015 found their ads "offensive" or "irritating".

Company executives said the racy ads didn't have the impact that they once did. "We target hungry guys, and we get young kids that want to be young hungry guys". It was time to evolve. "Some of the product attributes got lost because people were too busy ogling girls", Norcross said. The new commercial's women may be wearing more clothes, but they're still being viewed with the same sexist attitude.

Furthermore, Norcross added that the brand wants to delve into becoming a lower-priced alternative while keeping their excellent quality intact. The food chain's uniforms, logo, menus, and packaging have also been transformed to give the brand a modern and contemporary touch. Restaurants will be remodeled into more upscale, contemporary spaces.

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