BURGER BATTLE BEGINS AS TGI FRIDAYS SUES CARL JR.'S

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CHICAGO (AdAge.com) -- Carlson Restaurants' TGI Fridays is attempting to block Carl's Jr. restaurants from running ads touting its "$6 burger."

The casual dining chain filed a lawsuit in the U.S. District Court in Los Angeles seeking damages. The suit states Carl's Jr.'s ad claims are false and misleading, The Los Angeles Times reported.

TV spots broke July 2 via Mendelsohn/Zien, Los Angeles, lampooning the casual dining experience and end with the copyline "Wouldn't it be nice if you could just get one of those great $6 restaurant burgers ... without the restaurant?"

In-store displays compare the burgers as "like the burger I just paid about $6.25 for at Friday's," according to the suit. Friday's recently rolled out its own new burgers made of $100% Angus beef.

Executives from Carlson Restaurants declined to comment and no executives from CKE Restaurants or its agency were immediately available for comment.

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