Hardee's
Hardee's is a privately held American quick-service restaurant chain operating 1,400+ franchised and corporate-owned locations across 31 U.S. states, serving budget-conscious and breakfast-focused consumers with signature biscuits, charbroiled Angus burgers, and hand-breaded chicken tenders under parent CKE Restaurants Holdings.
- Company typePrivate
- Founded1960
- HeadquartersMason City, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Hardee's does
Hardee's is a privately held American quick-service restaurant chain founded in 1960 by Wilber Hardee in Greenville, North Carolina, and currently operating as a wholly-owned subsidiary of CKE Restaurants Holdings, Inc. (acquired in 1997). The chain operates more than 1,400 franchised and company-owned restaurants across 31 U.S. states and 13 countries internationally, with concentration in the Midwest and Southeast regions. Its core menu centers on three signature platforms: Made from Scratch Biscuits (hand-prepared daily starting at 4 a.m.), charbroiled 100% Angus beef burgers including the trademarked Thickburger line, and Hand-Breaded Chicken Tenders.
Hardee's commercial model combines a franchise-led unit growth strategy with corporate ownership of select locations. Revenue is generated through in-restaurant food and beverage sales, franchise royalties and fees, advertising fund contributions, gift card sales denominated from $5 to $100, and digital ordering through iOS and Android mobile apps and order.hardees.com. The My Rewards loyalty program (10 Stars per dollar spent, redeemable at 150/300/500 point thresholds) functions as the customer data and retention engine, with member visit frequency reported 23% higher than non-members. Marketing channels include paid streaming TV via Amazon Ads, social media across Facebook, Instagram, TikTok, YouTube and Twitter, NASCAR and 23XI Racing sponsorships, and influencer-driven activations.
The business is currently navigating meaningful structural challenges, including the Chapter 7 bankruptcy of its largest franchisee ARC Burger LLC (77 locations across nine states) and the conversion of failed franchise units to corporate ownership. Recent strategic initiatives, including the return to NASCAR sponsorship after nearly 30 years, deployment of Presto Voice AI in drive-thru operations, expansion of order-ahead at Love's Travel Stops co-locations, and aggressive limited-time product platforms such as Hot Honey and Bubba's Full Throttle Meal, indicate a repositioning effort.
Hardee's firmographics
Firmographics- Name
- Hardee's
- Legal name
- Hardee's Restaurants LLC
- Website
- https://hardees.com
- Company type
- Private
- Founded year
- 1960
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Hardee's is a privately held American quick-service restaurant chain operating 1,400+ franchised and corporate-owned locations across 31 U.S. states, serving budget-conscious and breakfast-focused consumers with signature biscuits, charbroiled Angus burgers, and hand-breaded chicken tenders under parent CKE Restaurants Holdings.
- Ownership category
- akta.pro rank
Hardee's industry classification
Industry- Product category
- Quick-Service Restaurant (Fast Food)
- NAICS
- Limited-Service Restaurants (722513), Restaurants and Other Eating Places (72251)
- akta.pro primary industry
- Made-to-Order Counters (Deli/Grill/Bowl/Custom Stations) (CRAHAKAK)
- akta.pro secondary industry
- Freshly Made Grab-and-Go (Sandwiches, Wraps, Salads) (CRAHAKAA)
Keywords
Where Hardee's is headquartered
LocationHeadquarters
- HQ city
- Mason City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Hardee's business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Food and Beverage Sales: Primary revenue stream from sale of food and beverages at company-owned and franchise locations. Revenue generated from breakfast items, charbroiled burgers, hand-breaded chicken tenders, and combo meals.
- Franchise Royalties and Fees: Revenue from franchisees including royalties, advertising fund contributions, technology fees, and rent. Franchise agreement with ARC Burger involved over $6.5 million owed across royalties and fees.
- Digital Ordering and Delivery: Revenue from app-based and online ordering, including potential fees from third-party delivery partnerships. Stars can be earned on digital orders placed through app or website.
- Gift Card Sales: Sale of gift cards denominated in USD, ranging from $5 to $100 maximum. Cards are closed-loop instruments redeemable at participating Hardee's restaurants and online.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Chicken Biscuit Value Pricing |
| Unit Pricing | Pay-as-you-go | Original Bag Meal Deals |
| One time/ perpetual license | Pay-as-you-go | Gift Card Program |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Hardee's product offering
Product offeringCore offering
Hardee's is a quick-service restaurant chain that sells hand-crafted Made from Scratch Biscuits, charbroiled Angus beef burgers (Thickburger, Famous Star, Frisco), hand-breaded chicken tenders, roast beef sandwiches, breakfast burritos, kids meals, and beverages through more than 1,400 franchised and company-owned restaurants concentrated in the U.S. Midwest and Southeast. The brand monetizes both consumer food/beverage sales at the counter, drive-thru, and via mobile app, and franchise royalties/fees from operators such as Boddie-Noell Enterprises.
Product overview
Hardee's is a Quick Service Restaurant (QSR) chain offering a diverse menu centered on Made from Scratch Biscuits, Charbroiled Burgers (100% Angus beef), and Hand-Breaded Chicken Tenders. The product portfolio includes core offerings like breakfast biscuits in numerous varieties, signature charbroiled burgers such as the Famous Star and Frisco burger, chicken tenders (regular and spicy), roast beef sandwiches, and kids meals under the StarPals program. The company operates through a digital ecosystem comprising a mobile app for iOS/Android enabling online ordering and the My Rewards loyalty program (points-based system with 150/300/500 point redemptions), plus gift card products. Recent limited-time offerings include the NASCAR-themed Bubba's Full Throttle Meal (partnership with 23XI Racing), the Hot Honey flavor platform (Hot Honey Chicken Biscuit, Sandwich, and Tenders with sweet-spicy sauce), and Tropical Twister beverages featuring real fruit flavors. The brand is known for hand-crafted food positioning with biscuits made starting at 4 a.m. daily.
Differentiator
Problem solved
Functional benefit
Brands
- My Rewards: Hardee's loyalty program that allows members to earn Stars on purchases and redeem for free food items.
- Made from Scratch Biscuits
- Hand-Breaded Chicken Tenders
- Thickburgers
Products and services
- Made from Scratch Biscuits Hand-made biscuits prepared fresh daily by designated Biscuit Makers, served across breakfast, lunch, and dinner in numerous varieties (Original, Cinnamon 'N' Raisin, Heart-Shaped, Hot Honey, Loaded, Bacon Egg & Cheese, Sausage Egg & Cheese). A signature Hardee's offering and brand identity (Made from Scratch™ trademarked).
- Charbroiled Burgers Charbroiled-to-order burgers made with 100% Angus beef. The portfolio includes the signature Hardee's Frisco (Swiss, grilled onions, Thousand Island), Famous Star, Super Star, Monster Burger, Monster Thickburger, and bacon cheeseburger variants.
- Hand-Breaded Chicken Tenders All-white meat chicken hand-dipped in seasoned buttermilk breading and fried to golden perfection. Available in 3-piece, 5-piece, 10/15/20-piece portions in regular and spicy varieties. Backs the Tender Bender Tuesday BOGO loyalty offer.
- Nashville Hot Chicken Nashville Hot Hand-Breaded Chicken Sandwich featuring spicy hand-breaded chicken with Nashville-style seasoning and heat, served on a bun.
- Roast Beef Sandwiches Classic Hardee's roast beef sandwiches served hot in Original Roast Beef, Big Roast Beef, and Monster Roast Beef portion sizes.
- StarPals Kids Meals Hardee's kids meal program featuring Hamburger, Cheeseburger, 2-piece Chicken Tender, Grilled Cheese Sandwich, and Hot Dog options with child-friendly sides and drinks.
- Hardee's Mobile App Mobile application for iOS and Android enabling online ordering, My Rewards loyalty program access, and exclusive app-only offers. Available via App Store (id1577790947) and Google Play (com.hardees.ordering).
- My Rewards Loyalty Program Points-based digital loyalty program where members earn 10 Stars per $1 spent, redeemable at 150, 300, and 500 point tiers for free fries, drinks, biscuits, and chicken tenders. Includes member-exclusive mobile offers and birthday rewards.
- Hardee's Gift Cards Physical and digital closed-loop gift cards redeemable at participating Hardee's restaurants in the U.S. and online at hardees.com. Available in denominations from $5 minimum to $100 maximum, reloadable, with no expiration fees.
- Bubba's Full Throttle Meal Limited-edition NASCAR-inspired combo featuring five spicy hand-breaded chicken tenders with Buffalo ranch dipping sauce, medium fry, medium Coke, and exclusive collectible No. 23 Hardee's die-cast car. Co-branded with 23XI Racing/Bubba Wallace.
- Hot Honey Platform Sweet-and-spicy flavor platform featuring Hot Honey Hand-Breaded Chicken Biscuit, Hot Honey Hand-Breaded Chicken Sandwich, and Hot Honey Tenders drizzled with sweet-spicy hot honey sauce. Limited-time offering.
- Tropical Twister Beverages Summer beverage lineup made with real passionfruit, pineapple, and mango flavors, no artificial colors. Available as Tropical Twister Tea, Tropical Twister Lemonade, and Tropical Twister Hand-Scooped Milkshake.
- Frisco Breakfast Burger High-protein breakfast burger containing 42g of protein, featuring a hearty egg and premium ingredients on a brioche-style bun. Launched alongside the 'Second Breakfast Insurance' loyalty promotion.
- Iced Coffee Permanent menu iced coffee made from 100% Arabica beans, available in caramel and vanilla flavors in 16-oz and 24-oz sizes at participating U.S. locations.
Quantifiable outcome
- Restaurant loyalty program usage doubled between 2019 and 2024
- +1 more outcomes
Companies that use Hardee's
Customer profileSegments4 records
Ideal customer profiles5 records
Hardee's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Hardee's partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor and core.
- Stephen BlissminorAcclaimed artist and illustrator known for iconic artwork in one of the world's most widely acclaimed auto racing video games. Created distinctive packaging artwork for Bubba's Full Throttle Meal featuring his signature racing style.
- Amazon AdscoreCKE Restaurants uses Amazon Ads streaming TV platform for regional marketing, with Hardee's responsible for its own marketing in Midwest and East Coast territories. The company uses Attain's retail data services to measure local ROI for franchisees.
- 23XI Racing / Bubba WallacecoreMulti-year partnership making Hardee's the Official Quick Service Restaurant of NASCAR and primary sponsor for driver Bubba Wallace's No. 23 car in the NASCAR Cup Series. The partnership includes branding on the car, team uniforms, digital campaigns, and limited-edition meal products like Bubba's Full Throttle Meal. Hardee's is returning to NASCAR after nearly 30 years.
- PrestocorePresto provides voice AI technology for quick-service restaurant chains. Hardee's is listed among chains including Carl's Jr., Wienerschnitzel, Captain D's and Fazoli's that Presto has partnered with for voice AI technology deployment.
- ADNOC DistributionminorADNOC Distribution's new roadside retail concept 'The Hub by ADNOC' in Abu Dhabi includes Hardee's among retailers like McDonald's, Starbucks, KFC, and Al Baik. Hardee's is part of the commercial unit leasing strategy with 90% already leased.
- USA CarescoreAnnual Stars for Heroes campaign raises funds for veterans and military families through donations at Carl's Jr. and Hardee's locations nationwide. The campaign, now in its 14th year, has raised more than $12 million since inception, supporting emergency financial aid programs.
- Duke Dennis (Streamer)minorFeatured streamer for the first-ever Tender Bender Lock-In event promoting Hardee's Tender Bender Tuesday BOGO special on Hand-Breaded Chicken Tenders. Event included Banana Ball players for customer engagement.
- Love's Travel StopscoreLove's Travel Stops operates Hardee's locations at truck stops across the U.S. with over 130 locations. The partnership includes order-ahead capabilities expansion planned through Love's Connect app, part of a broader $1 billion store remodeling initiative.
Scale indicators7 records
Recent moves9 records
Expansion highlights5 records
Hardee's competitors and assessment
Company assessmentBroad incumbents
- McDonald's: Largest global QSR with breakfast daypart dominance (McMuffin, biscuit), digital loyalty (MyMcDonald's Rewards), and drive-thru throughput leadership. Reference competitor on average unit volume benchmark ($1.2M Hardee's vs. ~$4M McDonald's) and operational scale.
- Sonic Drive-In: Drive-in QSR (Inspire Brands) with strong breakfast and beverage platforms and heavy Midwest/Southwest geographic overlap with Hardee's. Comparable on daypart mix, value-tier combo meals, and franchise-driven convenience-channel positioning.
- Wendy's: National burger QSR incumbent with square patties, breakfast daypart, and large-scale digital loyalty (Wendy's Rewards). Overlaps Hardee's on value-tier breakfast and burger-led menu, but operates at materially larger scale and higher unit volumes.
- Burger King: Global QSR incumbent (RBI portfolio) competing directly with Hardee's on flame-grilled/value burger positioning, franchise-driven growth, and limited-time menu innovation cadence.
Direct peers
- Carl's Jr. Sister QSR brand under CKE Restaurants Holdings (same parent as Hardee's). Operates a nearly identical Charbroiled Angus burger / hand-breaded chicken menu with parallel digital ordering, My Rewards-equivalent loyalty, and franchise model; effectively the most direct comparable for unit economics, marketing playbook, and tech investments.
- Bojangles: Regional chicken-and-biscuit QSR concentrated in the Southeast U.S., overlapping Hardee's strongest geographic territory and signature breakfast biscuit category. Comparable on Made-from-Scratch positioning, regional density, and chicken-led menu architecture.
- Checkers / Rally's: Drive-thru-focused burger QSR with similar value-tier pricing, limited dine-in footprint, and dual-brand franchise model. Highly comparable on order channel mix, average check size, and price-sensitive customer targeting.
- Jack in the Box: West-leaning burger QSR with 24-hour operations, breakfast daypart strength, and a franchise-heavy system. Comparable on daypart-driven menu strategy (all-day breakfast), value-tier pricing tactics, and digital/loyalty investments.
- Steak 'n Shake: Burger-focused QSR with material Midwest and Southeast presence and an emphasis on hand-prepared, sit-down casual fast food at value price points. Overlaps Hardee's on quality-burger positioning and same regional core.
- Whataburger: Regional burger chain concentrated in the South and Southwest with a strong fresh-made, custom-order menu. Comparable on Charbroiled-style burger positioning, regional brand affinity, and franchise growth pattern.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Hardee's social profiles
Digital presenceHardee's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hardee's leadership team
Management profileNumber of profiles
Profiles7 records
Hardee's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hardee's M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hardee's
What does Hardee's do?
Hardee's is a quick-service restaurant chain that sells hand-crafted Made from Scratch Biscuits, charbroiled Angus beef burgers (Thickburger, Famous Star, Frisco), hand-breaded chicken tenders, roast beef sandwiches, breakfast burritos, kids meals, and beverages through more than 1,400 franchised and company-owned restaurants concentrated in the U.S. Midwest and Southeast. The brand monetizes both consumer food/beverage sales at the counter, drive-thru, and via mobile app, and franchise royalties/fees from operators such as Boddie-Noell Enterprises.
Is Hardee's a public or private company?
Hardee's is a private company. It is classified as corporate owned and is currently operating.
When was Hardee's founded?
Hardee's was founded in 1960. It employs 51 to 100 people.
Where is Hardee's based?
Hardee's is headquartered in Mason City, United States, in the North America region.
How does Hardee's make money?
Four revenue lines are on record. Food and Beverage Sales are the primary driver. The others are franchise Royalties and Fees, digital Ordering and Delivery and gift Card Sales.
Who are Hardee's's main competitors?
Broad incumbents on record are McDonald's, Sonic Drive-In, Wendy's and Burger King. Direct peers are Carl's Jr., Bojangles, Checkers / Rally's, Jack in the Box, Steak 'n Shake and Whataburger.
Does Hardee's have an API?
No public API is recorded for Hardee's.
What industry is Hardee's in?
Hardee's's product category is Quick-Service Restaurant (Fast Food). Its primary akta.pro industry code is CRAHAKAK, Made-to-Order Counters (Deli/Grill/Bowl/Custom Stations), with a secondary code of CRAHAKAA, Freshly Made Grab-and-Go (Sandwiches, Wraps, Salads). Its NAICS code is 722513.