Hardee's Gets On Track With Roush Racing
6 November 1998Hardee's Gets On Track With Roush Racing
ROCKY MOUNT, N.C., Nov. 6 -- Hardee's Food Systems, Inc. is ready to add another chapter to its storied association with the popular sport of stock car racing. The restaurant company announced today that it had teamed with Roush Racing to promote nine NASCAR race vehicles and seven drivers, beginning with the 1999 season. The partnership gives Hardee's the opportunity to feature the drivers in a variety of marketing programs; including advertising, promotion, merchandising and packaging. "Both Hardee's and stock car racing grew from rural southern roots to become a strong national presence, and we make an excellent team," said Rory Murphy, Hardee's president and chief operating officer. "Many Hardee's customers are loyal race fans, and have told us that our involvement in racing is important to them. This partnership is an excellent opportunity for us to share their interest and to bring the race experience home to our restaurants. We plan to have a lot of fun with it." Hardee's new team of drivers, courtesy of Roush Racing, includes: Mark Martin, Jeff Burton, Johnny Benson, Chad Little, Kevin LePage, Greg Biffle and Joe Ruttman. Martin has clinched second place in the 1998 Winston Cup Points Championship, which marked his tenth consecutive overall finish in the top six. Murphy said these drivers were a welcome addition to Hardee's racing heritage, which included associations during the past 20 years with Bobby Allison, Cale Yarborough, Dale Jarrett, Ward Burton, and the late Alan Kulwicki. Hardee's promotions during that time included an advertising campaign featuring a fictitious driver called the "Roadrunner" in 1979, and a promotion of a fictitious Hardee's race car for the Paramount film "Days of Thunder" in 1990. "We're excited about teaming up with Hardee's," said Geoff Smith, president of Roush Racing. "Hardee's has nearly 20 years' experience with the sport and has demonstrated time and again the ability to bring the excitement of racing to the fans." Also in 1999, Hardee's will continue its sponsorship of the Hardee's 250 at Richmond International Raceway, an association that dates back to 1992. Hardee's Food Systems, Inc., a North Carolina corporation with its headquarters in Rocky Mount, NC, is a wholly owned subsidiary of CKE Restaurants, Inc. , a Delaware corporation based in Anaheim, Calif. CKE Restaurants, Inc. is publicly traded on the New York Stock Exchange as CKR. Hardee's owns and operates a system of approximately 2,900 company and franchised quick-service restaurants in the US and 11 other countries.