Carl’s Jr, a subsidiary of Hardee’s, has recently come under fire for overt sexism in advertising, so we decided to explore this company’s history, and pinpoint exactly where these messages originated.

They’ve always stood by their greasy, sloppy, all-American food. But who’s responsible for their greasy, sloppy, cheap American advertising?

Founder Carl Karcher, a devout Catholic with an 8th grade education, raised 12 children, attended mass daily, and began every company board meeting with the Pledge of Allegiance.

He was also a criminal. In 1988, Karcher was fined $688,000 by the SEC for insider trading. He freely permitted racism within the company as well, dismissing every single complaint about racial-slurs. That is, until 2002, when a group of minority workers pressed charges. They ultimately settled out of court, and Karcher paid $255,000 in damages.

The Car Wash Seen ‘Round the World

The new millennium brought an unprecedented overt sexuality to the Carl’s Jr. ad campaign. The media dubbed it “Hamburger Porn”, linking sex and burgers like never before.

ADage.com’s Ken Wheaton claimed the Paris Hilton Carl’s Jr. ad will make you feel unclean, like you need “a boiling hot shower”.

In an open letter to the president of Carl’s Jr., a concerned father writes, “My wife and I are parents of two teen-aged daughters and a 20-year son. … There are millions of us who still believe that sex is a very special act and should be reserved for that one special person with whom you plan to spend the rest of your life.

“Pornography can be terribly addicting and fuels marital infidelity, sexual abuse, rape, and pedophilia. To deny the harmful effects of pornography on our society is as mindless as the tobacco industry claiming that there’s no real evidence that cigarettes cause any kind of health risk!” (See the full letter here)

CurrentTV’s Sarah Haskins’ reviews the ad campaign

“Edgy–sometimes with humor, sometimes with sexuality–is what appeals to the ‘young, hungry guy’ who’s our target customer,” sums up Brad Haley, EVP of Carl’s Jr marketing. “Some find it annoying, but activating another sense or creating another appetite appeal” has proven highly effective, he says.

When Carl’s Jr. became aware of the backlash surrounding these ads, they made a feeble attempt at insinuating political correctness, without sacrificing overt sexuality. Such was the case for the most recent Padma Lakshmi spot.

The advertising firm responsible for the ads, Mendelsohn Zien, wears negative press like a badge. Hardee’s was once voted by consumers as “the fast food chain they most want to avoid.” But now, Hardee’s Thickburger reigns as “best burger” in 14 cities. Nevermind the fact that, at 1480 calories, one burger makes up nearly your entire day’s caloric needs.

According to their firm’s official website, “after eight years of decline and ten different advertising agencies, Mendelsohn Zien concepted a new product line and a new way of thinking” for Hardee’s and Carl’s Jr, resulting in the rebirth of their business.

Apparently, we live in a world where Hamburger Porn is a legitimate business model. And if the statistics are true, shame on us for buying into it, and shame on us for reinforcing the retrogression of women in the media.

Sources:
NNDB: Carl N. Karcher
Mendelsohn Zien Advertising
“Here’s That Hardee’s/Padma Lakshmi Ad Everyone’s Salivating Over, Shame On You All” (Ken Wheaton) Advertising Age Online
“Hardy Tales from the ‘Revolution’”  Franchise Times, Top 200 Issue. October 2004

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