Hardee's Unique Approach to Marketing

RESERVATION Deadline: Monday, December 5, 2005 before 4:00 p.m.
On-Line RSVP or Phone: 765-289-3676

Always in search of a new challenge is what best describes Karl Locascio.

His initial interest in advertising and marketing was sparked by the first position he had after graduating from Purdue in 1991. The company was GROWMARK, an agricultural company based in Illinois. This position gave him the ability to create and help implement a marketing plan for four different product lines that included, seed, chemical, petroleum and fertilizer. He was active in placing media, writing news stories and publishing a patron newspaper then went to all customers and prospects.

Karl had always been intrigued by the idea of being able to contribute to the marketing success of a company. Learning all there is to know about the company and the industry can be both challenging and engaging.

He remained in the agricultural industry for several years, working for Wabash Valley Broadcasting and Pioneer Hi-Bred until the industry started consolidating at the end of the 1990’s.

Joining Hardee’s in 2000 provided Karl with the biggest challenge of his career. Hardee’s was purchased by CKE Enterprises in 1994, and had seen a steady decline in sales, brand image and awareness as well as a decline in overall food quality. As a result, the company had to close restaurants and completely restructure.

Realizing that there was still life left in the brand, Karl began to work very closely with operations to find out what the greatest challenge were, and how “they” could fix it.

The big payoff came early in 2003 when Hardee’s changed its menu to angus beef thickburgers. They called it The Revolution, because of the dramatic change that took place with the company and within the restaurants. Operations improved, the product was better then ever, and people were starting to come back.

Today, Karl spends most of his time traveling to restaurants in both of his regions, and is constantly analyzing promotions and media strategies to maximize the money he invests in advertising. He still keeps a hand on operations, but works more closely with his advertising agency to come up with new and innovative ways to reach their target audience.

Connect . Create . Inspire...The Advertising Federation of East Central IN