BURGER BLITZ
U.S. chain Carl’s Jr. lands in Toronto as part of a planned rapid expansion across GTA and southern Ontario,
Just when you figured there wasn’t any room left for another burger joint in Toronto, flip that thought.
Carl’s Jr., a 74-year-old U.S. chain that boasts some of the biggest burgers and edgiest ads in fast food land, is set to make a splashy debut Wednesday on Queen St. W. amid a seemingly bottomless appetite for the almighty slider.
The second-oldest burger franchise in the United States after White Castle opened its first Canadian location in Kelowna, B.C., in 2011 and is planning a rapid expansion across southern Ontario to carve into Canada’s massive $8-billion hamburger market, said Michael Woida, senior vice-president, international, for Carl’s Jr. owner CKE Restaurants Inc.
“Canada is one of our most important international expansions, and Ontario is really the lion’s share of the burger market,” he said.
The company has plans to open 30 locations across the GTA and southern Ontario within six years, and upward of 100 across the province over the next decade.
The California chain’s new Toronto flagship in the old HMV store — featuring high ceilings, modern red decor and a separate ice cream shake bar — is the 15th Carl’s Jr. to open in Canada following other locations in B.C. and Alberta and a recent launch at Yonge and St. Clair.
“In terms of the demographics and food sensibilities, it’s just a logical move for us and a great opportunity to expand our brand,” Woida noted just before chowing down on one of Carl’s Jr.’s signature Thickburgers served up by burger babes in stilettos for the launch.
With the slogan “Eat like you mean it” and seductive television ads featuring Heidi Klum, Paris Hilton and Kim Kardashian posing with the product in slinky bathing suits, Carl’s Jr. makes no bones that it’s targeting young, hungry millennial males with an irreverent streak who crave enormous burgers and portions at a reasonable price point. (The combos range from $5.99 to $9.99)
“Some of our competitors are struggling because they are having a hard time finding their way” by trying to appeal to everyone and not having a particular focus, said Woida, referring to the woes of McDonald’s and others to grow their business in the uber-competitive sector.
While Carl’s Jr. considers itself fast food, it is also aiming to become known as a premium Black Angus, charbroiled burger-maker that can also compete with the numerous gourmet burger spots that are popping up, since it is one of the only fast food firms that features table service, not- ed Woida.
“Carl’s Jr. is a late entry into the Ontario market and I think their brand is better known in western Canada,” said Douglas Fisher, president of food service consulting firm FHG International.
“However, because of their slow growth into the Canadian market I do think that they have a strong opportunity for laying roots in southern Ontario,” he said.
“Our market is fully saturated — and some may say even oversaturated from a burger perspective — however, the demand seems extremely strong and it should go on for another few years, and those that consistently provide a better product and offer better service will be the ones that survive in the long term,” added Fisher.
The new spot in the trendy shopping district is surrounded by competitors including McDonald’s, A&W and Hero Certified Burgers, among numerous other fast food names.
Woida admits there isn’t high brand recognition yet in Ontario, but he’s convinced Carl’s familiar yellow star logo with a happy face will become ubiquitous here. The company has operations in 34 countries and is expanding to India, Australia and Japan this year.
“We kid Americans about being big eaters, but the Thickburger is our bestseller in Canada and our shakes are even more popular here than in the U.S.,” noted Jeff Branton, Vancouver-based general manager of Carl’s Jr. in Canada, who has witnessed the burger emporium’s success in western Canada.
“Canadians like a treat,” he said simply.