rev. 07.12.10 1...franchise growth is the future global franchise development is a key growth...

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Private & Confidential

This is not an offer to sell a franchise. An offer to sell a franchise can only be made by prospectus.

Information subject to change. See Franchise Disclosure Document for up to date information and full details.

© 2010 Carl Karcher Enterprises, Inc. © 2010 Hardee’s Food Systems, Inc. © 2010 CKE Restaurants, Inc. All Rights Reserved.

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AGENDA

CKE Restaurants

The Food is the Franchise®

Innovation is the Difference

Branding is the Key

Franchise Growth is the Future

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Carl’s Jr.® Story

Founded in 1941 by Carl N. Karcher in Anaheim, California

Using $311 that was borrowed on their Plymouth automobile, Carl, and his wife Margaret, purchased a hot dog cart

One cart grew to four, and in less than five years, Carl's Drive-In Barbecue opened with charbroiled hamburgers on the menu

Today, Carl’s Jr.® has celebrated over 68 years as America’s premier QSR burger brand, with a best-in-class menu that clearly sets us apart from the competition

CKE Restaurants

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Our Mission

At CKE Restaurants, we are in business to

provide a distinctive and clearly superior

level of satisfaction to our QSR guests and

stakeholders (customers, employees,

shareholders, franchisees and suppliers)

around the world.

CKE Restaurants

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CKE Restaurants

CKE Restaurants Overview

America’s premier burger brand

Leading owner and operator of branded quick service restaurants

28.7% of the system is corporate owned

System-wide sales of $3.3 billion

Innovative, premium product strategy supported by:

– Strong restaurant fundamentals

– Cutting edge advertising

Tremendous growth potential worldwide

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CKE Restaurants

OVER 3,146 RESTAURANTS WORLDWIDE

FOUNDED BY WILBURHARDEE IN 1961

ACQUIRED BYCKE IN 1997

OVER 1,901RESTAURANTSWORLDWIDE

FOUNDED BY CARLKARCHER IN 1941

OVER 1,223RESTAURANTSWORLDWIDE

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CKE Restaurants

CKE Restaurants is a global company with strategic growth planned around the world.

Today, there are over 347 international Carl’s Jr.® and Hardee’s® restaurants.

Carl’s Jr.®Mexico – 116 | American Samoa – 1 | Russia – 10 | Singapore & Malaysia – 12 | China – 2

Vietnam - 1 | Indonesia - 1

Hardee’s®Middle East – 202 | Pakistan – 2

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AGENDA

CKE Restaurants



Branding is the Key


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THE FOOD IS THE FRANCHISE®

At Carl’s Jr.®, we have built a reputation as

America’s premium QSR burger brand,

with a best-in-class menu that clearly sets

us apart from the competition.

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Menu Strategy

Focus on developing sit-down restaurant

quality menu items that still offer the

convenience of fast food.

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Premium Quality Menu

Best-in-class across all product lines

Made-to-order menu

Big, juicy burgers

Award-winning 100% Black Angus Beef Six

Dollar Burger®

Whole muscle filet chicken sandwiches

Hand-Scooped Ice Cream Shakes & MaltsTM

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AGENDA

CKE Restaurants



Branding is the Key


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Unique, Best-in-Class Service System

Partial table service

Made-to-order, premium menu

All-you-can-drink beverage bars

Unbeatable hospitality

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Innovative, Premium Products

Premium gourmet burgers

Craveable sauces and toppings: Portobello

Mushroom Six Dollar BurgerTM, Jalapeno

BurgerTM, Western Bacon Cheeseburger®

Meat as a condiment: Pastrami and Philly

CheesesteakTM Burgers

Hearty, abundant portions

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AGENDA

CKE Restaurants



Branding is the Key


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Carl’s Jr.® has built an edgy,

irreverent brand that

resonates with our primary

target audience young,

hungry burger enthusiasts

around the world.

Branding is the Key

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Branding is the Key

Brand Positioning Statement

For burger enthusiasts, Carl’s Jr.® is

the ultimate destination for great

tasting fast food burgers and other

menu items.

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Branding is the Key

Brand Strategy

Primary Target: Males 18 to 34

Brand personality: Youthful and

masculine with a clear edge, but not to

the point where it regularly alienates

other valuable consumer groups

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Carl’s Jr.® Advertising

Branding is the Key

Our personality defines as much as the taste and quality of our food

It creates an emotional connection with our target and demonstrate that we understand what they want

It’s what makes our ads and our brand stand out amidst the competitive clutter

Without it, we lose our edge and begin to look and feel like everyone else

Whether our commercials feature regular guys or well-known celebrities such as Paris Hilton or the billionaireMaloof Brothers, they show our unique attitude and showcase our premium burgers

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Branding is the Key

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Push limits of digital media to communicate the Carl’s Jr. brand message and encourage interaction with the brand

Partner with leaders in the digital space to develop campaigns for fans

Stay ahead of innovation in the digital space to interact with fans where they spend their time online

Digital Strategy

Branding is the Key

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Branding is the Key

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International Advertising

Branding is the Key

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International Advertising StrategyUse Carl’s Jr.’s edgy, irreverent messaging and best-in-class positioning as starting point

Build relationships with local advertising agencies to develop campaigns that appeal to local markets

For initial brand introduction, develop cost-effective print and guerrilla campaigns

Branding is the Key

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Branding is the Key

Tagline “It’s Gonna Get Messy” uses innuendo to challenge this target demographic todevelop a relationship with the brand image while still communicating the craveability ofthe premium quality hamburger menu

Licensee launched three Carl’s Jr.® restaurants in Singapore during FY2006

Successful entry into market credited to hip, edgy print campaign targeted toward theyoung, hungry Singaporean guy

Singapore Launch

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Branding is the Key

Carl’s Jr.® opened strongly in Russia

with an eye-catching print campaign

that targeted an audience of young,

hungry burger lovers.

The campaign promoted the delicious

flavor of Carl’s Jr.® burgers that comes

from being charbroiled over an open

flame.

Russia Launch

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China Launch

Branding is the Key

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Pakistan Launch:

Branding is the Key

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AGENDA

CKE Restaurants



Branding is the Key


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Global franchise development is a

key growth initiative for Carl’s Jr.®,

with strategic plans to bring

exceptional new franchisees into

the system and to help existing

franchisees grow.

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Franchised Focused Company

Brand Management and Leadership

Solid Base Of Company Restaurants

Focused on Bottom Line Profitability

Strong Relationship with Franchisees

Solid Track Record of Performance


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Typical Candidate Requirements

Access to suitable prime commercial real

estate

Experience in food distribution, procurement

or manufacturing

Experience in restaurant operations

Access to required capital

Ability/desire to operate as an independent

franchisee

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Next Steps

Application

Discovery Day

Pre-Qualification Review

Letter of Understanding

Local Market Visit

Franchise Agreement

rev. 07.12.10 1...franchise growth is the future global franchise development is a key growth...

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