Hardee’s to consumers: Name our holesHardee’s to consumers: Name our holes

Lisa Jennings

CARPINTERIA Calif. What do you call a deep-fried biscuit rolled in cinnamon sugar and dipped in icing?

That’s what Hardee’s parent CKE Restaurants Inc. wants to know.

The chain on Monday launched a new product they are temporarily calling “Biscuit Holes,” though the company is asking customers to come up with a better name.

The holes are made from Hardee’s biscuit dough, cut into round shapes and deep fried, tossed with cinnamon sugar and served in six or 12-piece orders with a cup of icing for dipping. Priced at a recommended $1.29 for six and $1.99 for 12 and available during breakfast hours at Hardee’s, the mini items are similar to Dunkin’ Donuts’ new mini cinnamon rolls, introduced earlier this year, and Denny’s new mini Pancake Puppies.

Brad Haley, executive vice president for marketing for both Hardee’s and sister brand Carl’s Jr., said the internal debate over the holes’ name resulted in a number of funny suggestions, some of which were apparently quite rude and could not be repeated.

Among the more tame suggestions were “Biznuts,” he said, “a cross between ‘biscuits’ and ‘doughnuts,’ since the closest thing to them are doughnut holes.”

Other options: “B-Holes” or “Heavenly Balls.”

Not satisfied, however, the company is turning to consumers for help. Hardee’s has created a multimedia campaign that invites the public to submit their suggested names at the microsite www.NameOurHoles.com, where they will also find a coupon for the new product.

After submitting a name, customers can tweet their suggestion on Twitter or post in on their Facebook wall. Hardee’s is also collecting video submissions, some of which might be shown on YouTube.

CKE Restaurants operates or franchises 1,915 Hardee’s and 1,205 Carl’s Jr. locations in 42 states and 14 countries.

Contact Lisa Jennings at [email protected]