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Hopes Youth Drive, 'Spider-Man' Tie-in Will Drive Sales

By Published on .

NEW YORK (AdAge.com) -- CKE Restaurants, parent of fast-food chains Hardee's and Carl's Jr., said its turnaround efforts played a part in improved earnings results for the fourth-quarter and fiscal year.

The company said it hopes upcoming marketing plans to appeal to young consumers will continue to improve sales.

The company reported a net loss of $8.3 million for the fourth quarter and $84 million for the fiscal year ended Jan. 31, a marked change from losses of $148.3 and $194.1 for the same periods a year ago.

Company management

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stated that factoring out $11 million in chagres relate to restaurant closings and other restructuring expenses, the company would have broken even in the last quarter.

Management said it plans to improve revenue are centered on increasing sales.

Those plans include a push behind the Hardee's brand to appeal to young customers, President-CEO Andrew Puzder said. That effort, headed by Mendelson/Zien, Los Angeles, will break this summer and will focus on premium products, not discount promotions, Mr. Puzder said.

New marketing plans include an upcoming tie-in promoting the Sony Pictures release of Spider-Man at Hardee's and Carl's Jr. chains this summer.

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