What's Happening?
Scott Sutton, the media director at CKE Restaurants, is spearheading a new approach to marketing for Carl's Jr and Hardee's. Previously, the two brands shared a unified marketing strategy, but Sutton has
since split them to better cater to their distinct regional audiences. This strategic shift has allowed for more creative and targeted marketing efforts. A notable example is the influencer-driven campaign with Alex Earl during the Super Bowl, where Carl's Jr capitalized on the event's buzz without purchasing a costly ad spot. Instead, they offered a 'Hangover Burger' the day after the game, tapping into the common post-Super Bowl behavior of calling in sick. This campaign exemplifies Sutton's innovative use of influencer marketing and regional targeting to enhance brand presence and consumer engagement.
Why It's Important?
The changes implemented by Scott Sutton at CKE Restaurants highlight a significant shift in the quick-service restaurant (QSR) industry's marketing strategies. By leveraging influencer partnerships and regional marketing, Carl's Jr and Hardee's can more effectively engage with their target audiences, potentially increasing brand loyalty and sales. This approach also demonstrates the growing importance of data-driven marketing, as Sutton emphasizes the use of first-party data to refine and personalize marketing efforts. The success of these campaigns could influence other QSR brands to adopt similar strategies, focusing on creative content and strategic placement rather than traditional high-cost advertising methods.
What's Next?
Moving forward, CKE Restaurants plans to further integrate their app into their marketing strategy, using it to build customer loyalty through rewards and personalized offers. The company is also exploring the potential of retail media, which could open new revenue streams and marketing opportunities. As the industry continues to evolve, CKE's focus on data transparency and agile marketing could set a precedent for other brands looking to innovate in the competitive QSR market.
