Carl’s Jr., Hardee’s introduce grilled fish sandwich

Carl’s Jr. and Hardee’s debuted a new Charbroiled Atlantic Cod Fish Sandwich Monday, an offer for the Lenten season that the company said could be added to the menu permanently with positive guest response.

The CKE Restaurants Inc.-owned sister brands will become one of the first national quick-service chains to sell a grilled fish sandwich versus the fried alternatives typically offered. Some regional brands, however, have long offered grilled fish, such as Irvine, Calif.-based Habit Burger Grill, which is known for its albacore tuna sandwich that's grilled with a teriyaki glaze.

Leading up to Lent, the season before Easter when many Catholics give up meat, quick-service chains are beefing up seafood options. McDonald’s recently said it would launch Fish McBites and announced that all of the fish used across the chain’s menu in the U.S. is certified as sustainable.

At Carl’s Jr. and Hardee’s, the new Charbroiled Atlantic Cod Fish Sandwich also offers a healthful alternative to its menu of decadent Six Dollar and Thickburger sandwiches. The 420-calorie sandwich features a charbroiled Atlantic cod filet on a honey wheat bun with tartar sauce, sliced tomatoes and lettuce. The fish sandwich is priced at $3.99, or $6.49 as part of a combo meal with fries and a drink.

In addition, the dual brands for the two burger chains — Green Burrito at Carl’s Jr. and Red Burrito at Hardee’s — are offering charbroiled cod fish tacos for a suggested $2.39.

“For almost half a century, whenever fast food customers wanted to get a fish sandwich during Lent, they had one choice: fried,” said Brad Haley, Carl’s Jr. and Hardee’s chief marketing officer, in a statement. “With our new charbroiled Atlantic cod fish sandwich, we’ve changed all that. For the first time in our industry, our guests can get a premium-quality fish sandwich that tastes great and is lower in calories because we charbroil it just like we do our burgers.”

Haley also noted that customers are asking for more healthful options. “As we found when we introduced the first line of Charbroiled Turkey Burgers more than two years ago, people are ready for lighter fare as long as they don’t have to sacrifice flavor, and the new Charbroiled Atlantic Cod Fish Sandwich delivers both in a big way,” he said.

Like with Carl’s Jr. and Hardee’s burgers, the brands are promoting the new fish sandwich in commercials featuring a bikini-clad model, Nina Agdal. The commercial debuted during the Super Bowl.

Carpinteria, Calif.-based CKE Restaurants Inc. operates or franchises 3,292 restaurants in 42 states and 27 countries.

Contact Lisa Jennings at lisa.jennings@penton.com.
Follow her on Twitter: @livetodineout