Despite the “phenomenal” PR impact of CKE Restaurant’s Spicy BBQ Six Dollar Burger™ campaign, actual sales figures released this month didn’t impress. Carl’s Jr. posted a 1.7% gain in same-store sales for the four weeks ended June 20, while its sister chain Hardee’s posted a 0.7% gain.
When asked to comment on the post-Paris sales performance of CKE Restaurants, President-CEO Andrew Puzder said:
“We certainly would have sold a whole lot less. I mean we have a lot of people going into restaurants ordering ‘The Paris Hilton burger,’ which was our Spicy Barbecue burger, and you’ve certainly wouldn’t have had those sales but for running the Paris ads. So I think we are –- we were very pleased with the results”
And so we add another immutable law to the principles of brand management ;)
Brand Recognition + Sales = Nirvana
Brand Recognition without Sales = Purgatory
No Brand Recognition, No Sales = what do you think..
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