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Hardee's Restaurants LLC
種類
 Subsidiary
業種 Restaurants
設立 1960年6月23日 (64年前) (1960-06-23)
Rocky Mount, North Carolina, U.S.
創業者 Wilber Hardee
本社 Franklin, Tennessee
拠点数
 1,944 (January 2013),[1] and 5,812 (February 2016)[2]
主要人物
 Jason Marker, CEO
製品 Fast food
親会社 Imasco (1981-1997)
CKE Restaurants
(1997–present)
ウェブサイト hardees.com

ハーディーズ(Hardee's)は、アメリカ合衆国のファーストフードチェーン。南部と中西部を中心にハンバーガーショップを展開する。1960年にノースカロライナ州でウィルバー・ハーディー(Wilber Hardee[注 1])が最初の店舗を開店、1997年にCKEレストラン・ホールディングスが買収し、同じくハンバーガーを扱うファーストフードチェーンのカールスジュニアとともに同社が運営する。

歴史

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創業

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1960年9月、ウィルバー・ハーディーはノースカロライナ州グリーンビルに最初の店を開店した[4][5]。ハーディーはグリーンビルでレストランを経営し成功を収めていたが、ファーストフードという新形態の店舗が好評と聞き、1959年の秋にマクドナルドがグリーンズボロに出店したノースカロライナ州最初の店舗を視察した。ハーディーは短時間で多額の売り上げを生み出すマクドナルドのシステムに強い印象を受け、自分も同様の店を出すことにした。開店した店は客席はなく、ドライブスルーでもなく、カーホップもおらず、ただ客が注文を出す窓と商品を受け取る窓があるだけの簡素な作りであったが、その窓の前には長い列ができた。

ロッキーマウントにあったフランチャイズ1号店、1980年代初頭の撮影。That location was demolished in 2007 and replaced with a veterans' park named for Jack Laughery, a former Hardee's chairman and military veteran.[6]

最初の店が好調であったことから、ハーディーはロッキーマウントに二号店の出店を決めた。地元の建築業者と■する中、ハーディーは地元の■James GardnerやLeonard Rawlと知り合った。ハーディーは2人と法人を設立した。[7] ロッキーマウントの店はMay 1961 by James Carson Gardner and Leonard Rawls on McDonald Street on North Church Street in Rocky Mount, known within the chain as building number 1. に開店し、

ハーディーが家族に語ったところによれば、GardnerとRawlsはトランプの勝負で会社の支配権を得たのだという。ハーディーは勝負に会社の株を賭け、負けて会社の支配権を奪われたことに気付くと、残株も売り払ったとされる[8]。However, this story has been disputed by Gardner & Rawls, who bought out Wilbur Hardee and began establishing franchises in 1961. "Leonard put together an organization with relatively little capital. If it weren't for him and Jim Gardner, there wouldn't be anything of Hardee's Food Systems." - Jack Laughery (CEO of Hardee's from 1975 to 1990). Source: Hardee's Horizon quarterly publication December, 1982.

フランチャイズ展開

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Rawls and Gardner sold their first franchises to a small group of longtime friends and acquaintances who formed their own companies and over time, built hundreds more franchised locations. Hardee’s Food Systems went public in 1963 with Rawls as president. Gardnerは副社長となったが、Gardnerはもともと政界進出を希望しており、1966年にアメリカ合衆国下院議員となって社を去った。[9]このころのメニューはThe 1964 menu included: hamburger-15 cents, cheeseburger-20 cents, fries-10 cents, apple turnovers-15 cents, milk-12 cents, coffee-10 cents, Coke, Pepsi, root beer and orange soda-15 cents and 10 cents, and milkshakes (chocolate-strawberry-vanilla)-20 cents. Strawberry shakes were created from vanilla by addition of a berry syrup which had to be mixed with a spindle.[10]

At the end of the 1960s, the corporation operated nearly 200 restaurants in the Midwest and Southwestern U.S., as well as its first international locations in Germany.[11] Around this same time, Hardee's began an expansion into the mid-Atlantic states, notably Southeastern Pennsylvania, southern New Jersey, and Delaware. The expansion was done via the franchisee Hardee Northern, Inc, which was a subsidiary of Acme Markets, a prominent grocery store chain based in Philadelphia.

Hardee's purchased Sandy's in 1972 with the last of the restaurants converting to Hardee's by 1979.[要出典] During the mid-and-late 1970s, Hardee's saw rapid chain growth and high profits on the strength of its two key sandwiches: the "Big Twin" and the "Big Deluxe".[要出典] Another acquisition occurred in the late 1970s when Hardee's purchased the Utah-based burger chain Dee's Drive-In.

バーガーシェフ吸収

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1981年、ハーディーズはカナダの会社イマスコ(Imasco Limited)に買収された[12]。イマスコは1982年にバーガーシェフも4400万ドルで買収し[13]、converted many locations to Hardee's restaurants and let franchises and locations near existing Hardee's locations convert to other brands. Remaining restaurants that did not convert to Hardee's or new names and branding simply closed.

A new management team, in the early 1980s, seeking to cut costs, changed the signature burger recipe and eliminated the flagship menu item, the Big Twin. The Big Deluxe continued to be offered throughout the 1990s.

For a few years after acquiring the Roy Rogers Restaurants fast food chain in the early 1990s, Hardee's outlets sold the popular Roy Rogers Restaurant fried chicken recipe, hoping it could compete with Kentucky Fried Chicken.[要出典] In addition to Roy Rogers, Hardee's also owned Rax Roast Beef for a period of time and sold roast beef sandwiches throughout the Hardee’s system.

CKE

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本栖湖から眺めた富士山
拡大
拡大

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本栖湖から眺めた富士山
本栖湖から眺めた富士山
拡大
拡大

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本栖湖から眺めた富士山

1997年4月、カールスジュニアを■するCKEレストランホールディングス[注 2]がハーディーズを3億2700万ドルで買収した。カールスジュニアは676店bought Hardee's from Imasco for $327 million. The merger created a chain of 3,828 restaurants – 3,152 Hardee's outlets in 40 states and 10 foreign countries and 676 Carl's Jr. outlets primarily in [14][15]しかし買収後のハーディーズは振るわず、CKEの純益は半減した。CKEは1割店舗を減らし、ハーディーズの全面改装を[16]

In 2001, Hardee’s headquarters moved to St. Louis, Missouri. In 2005, Hardee’s introduced Hand-Scooped Ice Cream Shakes & Malts.モンスターシックバーガー[17][18]2007年朝食戦争モンスタービスケット[19]

In September 2013, it was announced that Hardee's would expand into the Northeastern United States. In April 2015, Hardee's announced the opening of its 300th restaurant in the Middle East with longtime franchisee, The Americana Group.

In 2015, Nation's Restaurant News ranked Hardee's as the No. 28 foodservice chain by sales in the United States through 2011. Carl's Jr. was ranked at No. 37. Combined sales would rank the two at No. 15. In 2013, QSR listed Hardee's at No. 20 and Carl's Jr. at No. 24; if combined they would have been listed at No. 14.[20]

In July 2015, Hardee’s announced that it would be offering The All-Natural Burger, which launched at sister-chain Carl’s Jr. restaurants in December 2014.[21]

As of March 2016, CKE has a total of 3,664 franchised or company-operated restaurants in 44 states and 37 foreign countries and U.S. territories.[22]

In June 2018, CKE CEO Jason Marker announced that Carl's Jr. and Hardee's would become separate brands, claiming that CKE's racy advertising and marketing campaigns were incompatible with a family-oriented chain like Hardee's.[23]

紛争

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バーガーシェフ商標使用問題

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In January 2007, Hardee's had a challenge filed against it with the U.S. Patents and Trademarks Office by River West Brands, LLC of Chicago for the use of the Burger Chef trademark and name. Shortly thereafter, Hardee's reissued the Burger Chef Big Shef sandwich in Terre Haute, Indiana, as a trial offering and later in additional Indiana markets and Dayton, Ohio for a limited time. The reissue of the Big Shef has also used the Burger Chef name and logo in advertisements in the markets in which it is offered, and has claimed to provide Burger Chef fans with their Big Shef "fix". On April 16, 2009, River West Brands dropped their petition for cancellation and both parties agreed to pay their own attorney's fees.[24]

宣伝

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A Hardee's in Hong Kong

A new Hardee's logo was unveiled in 2006 that featured script lettering and retained the iconic Happy Star, further unifying the Hardee’s and Carl’s Jr. brands. Hardee's also marketed special Super Bowl celebratory pins in the early 1990s.[要出典]

ファイル:Hardees2.svg
Hardee's logo, 2006–2018. This logo is still being used on new restaurant openings.

Controversy

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http://www.fctimes.jp/current/y09m10/d30.html Several Hardee's ad campaigns in the 2000s have been criticized by groups including Parents Television Council for their sexually suggestive nature. A campaign titled "More Than a Piece of Meat" featured scantily clad women appearing to receive sexual gratification from consuming Hardee's products, and "Name Our Holes" — an ad campaign and website promoting Hardee's Biscuit Holes.[25][26]

In January 2015, Carl's Jr. released a commercial online featuring model Charlotte McKinney advertising its new All Natural Burger to air regionally during Super Bowl XLIX. The ad features McKinney walking around a farmers' market, implying that she is "all natural" and uses double entendres to suggest that she is naked with strategically placed items in the market until it reveals McKinney in a bikini eating the All Natural Burger. Critics suggest that the ad "sets feminism back four decades," while others, including McKinney's elderly grandfather, enjoyed the ad.[27][28][29] The ad now features Hardee's cobranding, as the All Natural Burger is now offered by Hardee's. As of March 2016, the ad has received over 4.5 billion media impressions worldwide and more than 12 million views on the chains’ YouTube channel.[要出典]

カール・ハーディー・シニア登場

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2017年3月、ハーディーズは性的要素の■趣向を変え、releasing a commercial featuring a white bearded character played by チャールズ・エステン as "Carl Hardee Sr." who had come back into the office (much to the delight of the employees) to find his son (Drew Tarver), a.k.a. "Carl Jr." who was focusing on sex appeal over its food. The commercial marked a turning point in CKE's advertising, as the company wanted to move away from its provocative ads and focus more on food and as a competitor to Five Guys, Steak 'n Shake, and In-N-Out Burger. "Carl Hardee Sr." was also expected to become the new company spokesperson.[30]

Tastes Like America

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In 2018, CKE resumed producing separate campaigns for their Hardee's and Carl's Jr. brands. For Hardee's, it started the Tastes Like America campaign with music by Big Wet.[31] For this campaign, Hardee's restored its 1976 logo, now in white; however, the Happy Star still appears, replacing the A in "Tastes". The previous logo will also continue to be used as well.

海外展開

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中東やパキスタンに多数のフランチャイズ店を出店している。その大半はAmericana Groupの所有で、運営も同社が行っている[32]。Americana Groupが中東で最初にハーディーズを開店したのはクウェートで、1980年6月のことであった[22]。2016年時点で300以上のハーディーズが中東及びアジア地域に分布する。特にバーレーン、エジプト、イラク、ヨルダン、カザフスタン、クウェート、レバノン、オマーン、パキスタン Qatar, Saudi Arabia, and the United Arab Emirates.[22][33] Singapore had a Hardee's franchise first opened in 1984, but the last three outlets closed in 1988.[34] Hardee's opened a store in South Korea in 1990, but it pulled in 2004, due to poor performance.[35] Hardees also used to operate in Hong Kong, but it pulled out in 2006, due to licensing issues with its US parent.[36] 特に中東ではthe Hardee’s menu does not include any pork items and each beef is certified Halal due to religious and cultural beliefs. The same menu is offered at Hardee's locations in Pakistan, which opened its first location in the country in 2009 in ラホール.[37] Hardee's currently has eighteen locations in Pakistan, ラホールに6店、カラチに4店、イスラマバードとラーワルピンディーに各2店、one each in Faisalabad, Bhera, Peshawar and Multan. 2014年にはクルディスタンのアルビールに開店した[38]。

カナダのハンバーガーチェーン「ハーヴィーズ(Harvey's)」の商標権の問題により、ハーディーズはカナダには出店していない。Instead, CKE Restaurants operates exclusively under the Carl's Jr. banner.[39]

注釈

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  1. ^ しばしばWilburの綴りで紹介される。[3]
  2. ^ 日経

出典

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  1. ^ "CKE Restaurants, Inc. Announces Preliminary, Unaudited Fourth Quarter and Full Year Fiscal 2013 Results" (Press release). CKE Restaurants Investor Center. 11 March 2013. 2016年12月23日時点のオリジナルよりアーカイブ。
  2. ^ “Complete List of Hardee's Locations”. aggdata.com. June 10, 2016閲覧。
  3. ^ [1]
  4. ^ Hardee 2000, p. 59.
  5. ^ Kammerer, Robert; Pearce, Candace (2001). Greenville. Charleston, SC: Arcadia Publishing. p. 114. ISBN 0-7385-1364-4. https://books.google.com/books?id=bb74EH3wNesC&pg=PA114 
  6. ^ “To-Go Order: First Hardee's Franchise Demolished”. WRAL.com. (March 12, 2007). http://www.wral.com/news/local/story/1231642/#xbLF5vo26zGgSXdl.99 
  7. ^ Bledsoe 2011, p. 1.
  8. ^ “Hardee’s founder Wilbur Hardee dead at 89”. NBC News. (June 23, 2008). http://www.nbcnews.com/id/25338209 January 13, 2018閲覧。 
  9. ^ Bledsoe 2011, p. 2.
  10. ^ Bledsoe 2011, p. 3.
  11. ^ Kieler, Ashlee (May 26, 2015), How Carl’s Jr. & Hardee’s Became One Giant Burger Chain With Two Names, https://consumerist.com/2015/05/26/how-carls-jr-hardees-became-one-giant-burger-chain-with-two-names/ April 11, 2016閲覧。 
  12. ^ 現代カナダの食品産業とアグリビジネス企業
  13. ^ “Hardee's to Buy Burger Chef”, New York Times: p. D4, (10 December 1981), https://www.nytimes.com/1981/12/10/business/hardee-s-to-buy-burger-chef.html 
  14. ^ 「小が大のむ米ファストフード… 「930店（CKE）」が「3152店（ハーディーズ）」買収」『日経流通新聞』1997年5月8日付13面。
  15. ^ https://www.consumerreports.org/consumerist/how-carls-jr-hardees-became-one-giant-burger-chain-with-two-names/
  16. ^ 「米ハンバーガー大手CKE 総店舗数の1割売却 「ハーディーズ」改装資金に」『日経流通新聞』1999年10月5日付17面。
  17. ^ 河内真帆「米国発 超高カロリーバーガー アンチ健康志向受ける」『日経流通新聞』2005年4月11日付20面。
  18. ^ 猪瀬聖「肥ゆる米ハンバーガー業界 高カロリー商品 業績回復に貢献」『日本経済新聞』2005年5月14日付夕刊1面。
  19. ^ 猪瀬聖「市場の話題 米ファストフード「朝食戦争」ぼっ発 メニュー拡充、業績・株価に影響」『日本経済新聞』2007年1月20日付夕刊4面。
  20. ^ “Top 100 Chains: U.S. Sales”. Nation's Restaurant News. (November 17, 2012). http://nrn.com/us-top-100/top-100-chains-us-sales. 
  21. ^ "Carl's Jr. and Hardee's Go All-National with All-Natural Burgers" (Press release). CKE Restaurants Investor Center. 22 July 2015. 2017年3月29日時点のオリジナルよりアーカイブ。
  22. ^ a b c "CKE Restaurants Holdings, Inc. Announces Opening of 300th Restaurant in Middle East" (Press release). CKE Restaurants Investor Center. 21 April 2015. 2017年1月18日時点のオリジナルよりアーカイブ。
  23. ^ "Hardee's, Carl's Jr. chains part ways in fast-food image shakeup." USA Today. 2018-06-19. Retrieved 2018-03-07.
  24. ^ “Withdrawal of Petition for Cancellation”. United States Patent and Trademark Office (April 16, 2009). January 12, 2018閲覧。
  25. ^ PTC's Weekly Wrap, Parents Television Council, (2 July 2009), Sex Sells…Hamburgers?, http://w2.parentstv.org/main/documents/ealerts/wrapup_070209.htm January 12, 2018閲覧。 
  26. ^ Fast-Food Chain Airs Controversial Ad, ClickOrlando.com, (July 2, 2009), オリジナルのJuly 5, 2009時点におけるアーカイブ。, https://web.archive.org/web/20090705173044/http://www.clickorlando.com/entertainment/19926578/detail.html 
  27. ^ “Racy Super Bowl ad draws controversy”, WTNH, (22 January 2015), http://wtnh.com/2015/01/22/racy-super-bowl-ad-draws-controversy/ 
  28. ^ NEWS/ Carl's Jr.'s New Super Bowl Commercial Featuring a Naked Model May Be Too Hot for TV!, E!, (22 January 2015), http://www.eonline.com/news/617474/carl-s-jr-s-new-super-bowl-commercial-featuring-a-naked-model-may-be-too-hot-for-tv-watch-now 
  29. ^ Ana Calderone (29 January 2015), “Charlotte McKinney's Dad 'Friggin' Loved' Her Carl's Jr. Super Bowl Commercial”, People, http://www.people.com/article/charlotte-mckinney-dad-loves-carls-jr-commercial 
  30. ^ “Sexy Burger Girls? No longer at Carl's Jr. and Hardee's”. USA Today. https://www.usatoday.com/story/money/2017/03/29/sexy-burger-girls-no-longer-carls-jr-and-hardees/99595086/ 
  31. ^ Alfs, Lizzy (June 21, 2018). “Hardee's, Carl's Jr. chains part ways in fast-food image shakeup”. Nashville Tennessean (USA Today). https://www.usatoday.com/story/money/business/2018/06/19/hardees-carls-jr-split-fast-food-shakeup/715586002/ 
  32. ^ “Americana Group – Homepage”. September 4, 2015閲覧。
  33. ^ “Restaurants Locator | Hardee's Arabia”. Hardeesarabia.com. December 27, 2017閲覧。
  34. ^ https://www.straitstimes.com/lifestyle/food/aw-to-return-to-singapore-5-other-old-school-fast-food-chains-that-have-come-and-gone
  35. ^ https://sound4u.tistory.com/200
  36. ^ https://www.scmp.com/article/576755/popular-burger-chain-closes-doors-last-time
  37. ^ https://www.businesswire.com/news/home/20091124005186/en/Hardee%E2%80%99s%C2%AE-Opens-Restaurant-Lahore-Pakistan
  38. ^ https://www.vice.com/en_us/article/qbenw3/hardees-has-just-come-to-iraqi-kurdistan-102
  39. ^ “Carl's Jr. set to launch in Ontario”. Canadian Restaurant News. Template:Cite webの呼び出しエラー：引数 accessdate は必須です。
  • Historical, promotional franchise materials, on display in lobby of Hardee's, Chipley, Florida, as of December 27, 2006. Sign options drawing by Allen Displays, dated December 29, 1964.

参考文献

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外部リンク

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