In an interview with Fast Food Maven, Carl’s Jr. CEO Andrew Puzder was up front about the company’s advertising strategy, saying they target “young, hungry guys.” He also went on to point out that their advertising expenditures are dwarfed by many of their fast food competitors, and they need to carve out their own niche, stating:

“We can’t compete with those brands…with nicey, cutesy ads. When you see our ads,  you see them once, and you remember it.”

This comes in the wake of the embarrassingly sexual ad featuring Top Chef co-host Padma Lakshmi. However, after hearing more buzz about the polarizing ad than almost any other commercial in the past few months, it’s hard to argue with his stance that it’s a memorable TV spot. Unfortunately, getting people to remember something and getting them to act on it are two entirely different things. And with the fast food chain’s same store sales dropping by 7 percent in the month of March, it would appear sexy fast food ads might not be the best path to a customer’s wallet.

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