What's Happening?
Scott Sutton, the media director at CKE Restaurants, is transforming the marketing strategies for Carl’s Jr and Hardee’s by leveraging influencer partnerships and regional marketing approaches. At the ANA Masters of Marketing Conference 2025, Sutton discussed
the decision to separate the marketing strategies of Carl’s Jr and Hardee’s, which were previously combined. This split allows for more tailored marketing efforts that reflect the distinct regional preferences of each brand. Sutton highlighted a successful campaign involving influencer Alex Earl during the Super Bowl, where Carl’s Jr capitalized on the event without purchasing a Super Bowl ad spot. The campaign featured a 'Hangover Burger' giveaway, tapping into the cultural moment of post-Super Bowl sick days, and achieved significant buzz and engagement.
Why It's Important?
The innovative marketing strategies employed by Scott Sutton at CKE Restaurants demonstrate the growing importance of influencer partnerships and regional marketing in the fast food industry. By separating the marketing strategies of Carl’s Jr and Hardee’s, CKE Restaurants can better cater to regional tastes and preferences, potentially increasing brand loyalty and market share. The success of the Super Bowl campaign with Alex Earl underscores the effectiveness of strategic influencer collaborations in creating cultural moments and driving consumer engagement without the need for expensive media buys. This approach not only enhances brand visibility but also offers cost-effective marketing solutions that can be replicated across the industry.
What's Next?
CKE Restaurants plans to continue leveraging first-party data and app-based loyalty programs to enhance customer engagement and drive sales. The company is focused on maximizing the use of data collected through its app to offer personalized rewards and promotions. Additionally, CKE Restaurants is exploring opportunities in retail media, which could further expand its marketing reach and effectiveness. As the company refines its marketing strategies, it is likely to continue experimenting with influencer partnerships and creative campaigns that resonate with regional audiences.
Beyond the Headlines
The shift in marketing strategy at CKE Restaurants reflects broader trends in the fast food industry, where data-driven and influencer-led campaigns are becoming increasingly prevalent. This approach not only aligns with consumer expectations for personalized and engaging content but also highlights the importance of agility and real-time feedback in marketing. As brands continue to navigate the complexities of digital marketing, the ability to quickly adapt and respond to consumer behavior will be crucial in maintaining competitive advantage.
