Hardee's Responds & Your Letters

In my last blog titled [Dear Hardee's: Enough With the Bull](/blogs/view.php?id=98), I posted the letter I sent complaining about the mechanical bull commercial. Hardee's responded by writing that they regret that I took offense and it was not their intention to offend anyone. They also mentioned that email is not the best route to file complaints, but they prefer people using their comment line, 1-877-799-STAR. What has inspired me, however, is your response. I know some people have called Hardee's/Carl Jr. (if you want to do so, you still can!) and others of you have written and forwarded your letters to me. So, I posted them below and hope they inspire you as well.

Dear Ms. Pfeifer-Harms:

I am writing to register my complaint concerning your recent Western Bacon Thickburger commercial. Was it really necessary to recruit Playboy bunny Cameron Richardson for your recent Western Bacon Thickburger commercial? Looking at the matter objectively, I have to ask: What does eating a hamburger even remotely have to do with sex? Your sexually suggestive ad is demeaning of both women and sex and quite frankly disgusting. Yes, you might sell a few burgers by appealing to the baser part of human nature and those in bondage to it, but is it really worth degrading women and offending the moral sensibilities of many parents and families? Is it really helpful to promote the objectification of women by men in our already hyper-sexualized society just to sell a few burgers? It wouldn't surprise me if more people are turned off than "turned on" by your commercial. So long as you choose to sell your products in this manner, I will take my business elsewhere.

Sincerely,
Blake Butterworth
Houston, TX

Dear Ms. Pfeifer-Harms:

Until recently, my family and I were avid customers of Hardee's Restaurants. For years now we had frequently visited your various restaurants and enjoyed your delicious food immensely. We all even bragged about your menu to others and even went as far as to suggest to anyone that would listen that your restaurant's food was the very best around.

Recently, though, our opinions have drastically changed. Not about the food. The food is still amazing, I assume. I say I assume because since the recent t.v. ad came out advertising the Western Bacon Thickburger my family and most all of my friends have boycotted your restaurant.

I would like to explain to you why I have decided to boycott your restaurant. Firstly, I am highly offended by this new advertisement with the woman on the mechanical bull eating a Western Bacon Thickburger. I am personally offended as a woman. I don't like women being shown in that disrespectful way. I feel that this ad is a total degradation of females.

I am also offended for my daughters. My husband and I have children ranging from 17 to 2 yrs. of age. I was shocked that this was shown on television, and let me tell you that I do not get shocked too easily. I feel as though this ad was totally inappropriate and crossed many lines of decency. I did not want our two older girls of 10 and 8 to see such blatant disrespect for women. We have adopted our girls through foster care. These girls went through too much before they came to live with us. They need healthy role models on T.V.

I am offended for our 3 teenaged sons. My young men need good, positive images of women on T.V. This ad does nothing but objectify this woman and makes it a terribly degrading commercial. Even my 15 year old commented, "Whoa, that's just wrong."

My husband, who is a very easy-going guy stated, "That definately crossed the line."

The last time I ate at Hardees I was shocked to see a huge cardboard ad of the woman on the bull and also the cashier was giving out 3D hologram-type cards. When I stated that it was quite offensive I was surprised at his answer. He said that he knew what I meant and actually agreed with me. He was approximately 20 years old and said he wouldn't even let his nephew and neice come into the restaurant for fear they would see that posterboard. The manager was also notified of our concerns. He basically just said he was going along with what the big wigs said to do.

I would be thrilled to be able to come back and be a patron of your restaurant again. But, I cannot, in good faith, do that when such blatant disregard for all of us is at hand.

In conclusion, I have NEVER ever written a company before and complained about anything. This is too huge of a step-over-the-line for me to let this one go. I am sure you might have bigger sales because of this advertisement. But, at what (or whose) expense? I know the answer to that -- all of ours, especially our children!

I thank you for your consideration in this matter,

Sincerely,
Susan M. Farrar

CKE Restaurants (Hardee's)
Chairman William P. Foley II

Dear Mr. Foley:
As a former Hardee’s employee of two years, I would like to thank you for your delicious menu and good customer service over the years.
Until recently, I have always been entertained by the sometimes obnoxious, yet humorous commercials Hardee’s has used to promote its food. Why does Hardee’s now stoop to a commercial of a woman riding a mechanical bull?
As a result of this commercial I will not eat at Hardee’s until this commercial is pulled off the air, and I will spread the word to my family and friends.
Sincerely,
Seth Jansen