Israelis love hamburgers in every way, shape and form, but you know what they say – there's always room for more. This healthy appetite has not escaped the captains of the US-based Hardee's hamburger chain, which operates thousands of branches around the world and soon, hamburger lovers nationwide will have something new and juicy to sink their teeth into.
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The origins of the chain date back to the 1940s, when Carl Karcher set up a humble hotdog stand in Los Angeles. In the 1960s, Karcher opened up the first branch of the Carl's Jr. hamburger chain in California, and it has been growing ever since.
Today, the CKE Restaurants Holdings fast-food corporation serves as the parent organization for the Carl's Jr. and Hardee's chains, as well as several other successful brands. It has locations in 44 states in the US and in 43 countries worldwide and plans to see its Israeli branch join its 4,000 branches in North, Central and South America, Asia, Europe, Africa, and Australia.
The company, in cooperation with the Commercial Service Department at the US Embassy in Israel, plans to hold a conference for potential Israeli investors and franchisees in December, affording them an opportunity to join the successful fast-food company.
Israelis have their choice of burger joints, but Hardee's entrance into the country is more than welcome. First, the chain is aware of and believes in Israel's successful reputation in the restaurant scene. Second, Israel is the only country in the Middle East that does not yet have a Hardee's branch and it is definitely about time it does. And third – and perhaps most importantly – the chain can adapt itself to the Israeli palate perfectly, just as it has done in many other countries in the region.
"There are two things that lead the Hardee's chain from day one, and they are undoubtedly responsible for its success – quality and innovation," Geoff Spear, who heads Hardee's operations across the Middle East and Africa, told Israel Hayom.
During a visit to four of the chain's branches in Dubai, Spear showed me how these principles work in practice, from the food production lines in its compact and smart restaurants, through meticulous observance of hygiene and health codes, to advanced means of deliveries in the post-COVID era.
According to Hardee's Vice President of International Franchise Sales and Development Marc Mushkin, an analysis of the market potential in Israel shows that at least 50 restaurants can be opened in the coming years.
The data, he said, is in line with Hardee's successful expansion into other markets in the region. However, Israel is considered unique in light of its strong middle class and its open and dynamic society.
"We are looking for suitable candidates with operational and economic capabilities to establish 10-15 branches – at least during the exclusive development agreement phase."
Good news for popular fast food restaurants' fans and business potential aside, Hardee's offers a taste of a wide array of interesting foods, chief among them – you guessed it – is the hamburger.
This is fast food for all intents and purposes, but the quality is reflected in the fact that Hardee's uses 100% premium Angus beef. Hardee's customers do not pay extra for premium burgers, simply because that is the only type the chain offers. The big, meaty burgers are grilled to perfection before they join soft, plump buns that are also slightly charred on the grill. There is no doubt that even though this is fast food, the quality of the product exceeds many of the chain's competitors, simply because of its determined adherence to excellent ingredients.
Another great highlight is the French fries, which probably embody the most delicious news for the Israeli audience. Anyone who doesn't quite understand how French fries can still be a surprise in 2021 simply must try the range of fried potatoes the chain offers – each tastier than the other.
Beyond the "regular" French fries, which are also very good, Hardee's also offers skin-on French fries for those who prefer them and – the real highlight – crispy curls. These delicious curly fries are made of premium quality potatoes that are double-fired and are served with chili powder and salt. This was the first side dish to hit our table and it was devoured in minutes. The perfect thickness of the cut joins an amazing texture and if there is one product that we really lack in this country, it is this one.
Another menu item Hardee's prides itself on is its thick, rich milkshakes, and with good reason. Here, too, the chain does not skimp or compromise: The luscious milkshakes are made from real ice cream, syrup and milk, and the huge difference from any other fast food shake is immediately noticeable.
Something for everyone
The breakfast menu is one of Hardee's specialties. It offers chicken wraps, pancakes, and hash browns, to name a few. But before the very successful tasting we enjoyed, I was interested in how the chain plans to adapt to the Israeli audience, who are not crazy about heavy breakfasts and prefer vegetables and eggs.
The issue of kashrut also came up, but Spear said he's not worried about the adjustment that the chain will have to make for the Holy Land, saying the chain has already successfully adapted it menu to suit customers in many places around the world.
"In Muslim countries, the meat is halal [food is that adheres to Islamic law provisions], and there is no problem to make sure it is kosher as well," he explained. "There are countries where the preference is brioche buns and others where challah rolls are in demand. In the UAE, the French fries are skin-on but in Egypt they're not because they don't like it. In Pakistan, the French fries are much spicier than in other countries. In Israel, too, we will adapt ourselves to the target audience, whether it's kosher needs or the specific taste of the Israeli audience."
Hardee's entry into Israel in the post-coronavirus era has another big advantage, namely the fact that it is no stranger to the concepts of take-away and deliveries. Hardee's boasts an excellent and easy-to-operate app, online tracking of the deliveries, special independent order stations, and successful collaborations with food delivery companies. Apart from the familiar drive-through option, Hardee's also offers a carhop service where a waiter delivers the meal to your car in minutes.
Food deliveries are made using special advanced packaging, which maintains both the product temperature and maximum hygiene, ensuring food safety.
You can't talk about Hardee's without mentioning the company's bold branding, which adds another important dimension to the company's quality and innovation – fun!
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The on-site design of the branches and the slogans they feature are all aimed at another important goal the company seeks to achieve – the successful restaurant experience for its patrons.
Here, no one expected diners to keep it clean. On the contrary –messy hands and chins are the hallmark of a great eating experience. "Fast, noisy, messy – don't stop yourself, go all in!" the signs in the branches smile to customers, and you can't help but smile back at them, with a face stained with sauces and joy.
Raz Israeli was Hardee's guest in Dubai.
