In celebration of the new Jurassic World: Dominion movie, arriving in theaters June 10th, Carl’s Jr. and Hardee’s have partnered with Universal Pictures to launch the all-new Primal Menu, which brings Jurassic World-inspired food options to the restaurants.
The Primal Menu offers burgers, burritos, and biscuits. The Primal Angus Thickburger uses a 100% Black Angus beef patty, topped with sliced prime rib, sweet ’n smoky Angus barbecue sauce, smoked cheddar, and onion rings on a potato bun.
The Primal Burrito features slow cooked sliced prime rib, topped with hash rounds, smoked cheddar, eggs (served as scrambled at Carl’s Jr. and folded at Hardee’s), Amber barbecue sauce, and cheese in a tortilla.
The Primal Biscuit with Fried Egg is a buttermilk biscuit sandwich with sliced prime rib, topped with smoked cheddar, fried egg, and Amber barbecue sauce.
Plant-based food options are also available to order exclusively at Carl’s Jr. The two items—the Beyond Wraptor Burger and the Double Beyond Wraptor Burger—features Beyond Meat’s 100% plant-based Beyond Burger, topped with Amber barbecue sauce, Swiss cheese, and fried zucchini and tomatoes, served in a green leaf lettuce wrap.
The restaurants’ sweet ’n smoky Amber barbecue sauce pays homage to the Jurassic World amber resin.
“Jurassic World is such an iconic franchise … that we wanted to make sure we were doing the films justice and pulled a lot of inspiration from them when we were creating these innovative menu items,” said Owen Klein, vice president of global culinary innovation of CKE Restaurants, parent company of Carl’s Jr. and Hardee’s.
Additionally, two Carl’s Jr. and Hardee’s restaurants in Los Angeles and Nashville, respectively, will hold a Jurassic World Dino Takeover that will bring the Jurassic World films to life from June 1st through June 8th. The Los Angeles location may even have a T-Rex, according to CKE Restaurants’ announcement.
“We’re giving guests the opportunity to experience the world of Jurassic with unforgettable bites, as well as an innovative, extensive 360 marketing campaign,” said Chad Crawford, chief brand officer of CKE Restaurants. “From TikTok to Waze, the brands invested in unique partnerships as well as captivating billboards to showcase this compelling collaboration. On top of all that, we’re excited for movie fanatics and foodie lovers alike to have the opportunity to explore our Dino Takeovers in Nashville and Los Angeles.”
Carl’s Jr. and Hardee’s will also launch a full creative campaign on May 23rd across digital channels, television, cinema, radio, out-of-home, social media, and print. There will even be an Augmented Reality Lens through Snapchat, custom rich media with Yahoo!/Kargo, a branded digital game experience in Uber and Lyft via Octopus, and much more.
The Primal Menu offerings are now available for a limited time at participating Carl’s Jr. and Hardee’s locations.