Fast food rivalries tend to play out in advertising campaigns, but Carl's Jr. is taking things a step further with a promotion aimed directly at a major competitor's customers.
The chain has launched a new "Stealing the Crown" campaign alongside a new burger that bears a notable resemblance to one of the industry's most iconic menu items.
The Burger at the Center of It All
The Angus Maximus is the first limited-time offer in Carl's Jr.'s new "Burger Revolution" initiative. The 5.7-ounce burger features 100 percent Angus beef, topped with American cheese, onion, pickles, mayo, and the chain's Special Sauce, all served on a brioche bun.
A Promotion Built Around a Rivalry
The "Stealing the Crown" campaign invites customers to direct message Carl's Jr. on Instagram with a photo of a crown, or a receipt from what the chain calls a "royally disappointing burger from the competition." In exchange, participants receive a promo code for a free Angus Maximus.
The campaign leans heavily into the idea that many fast food burgers, including those at competing chains, aren't cooked fresh to order but instead held in a warming cabinet. Carl's Jr. is positioning its made-to-order approach as the key differentiator behind the new burger.
Not the Chain's First Rivalry Play
This isn't Carl's Jr.'s first attempt at drive-thru drama this year. The chain previously ran a "Pass on Jack" campaign aimed at another competitor, suggesting this kind of head-to-head marketing has become a recurring strategy as it looks to stand out in a crowded burger category.
Where and When to Get It
The free burger promotion runs through September 25, limited to the first 100 eligible entries. After that, the Angus Maximus will remain available for a limited time at participating locations, even once the free burger giveaway wraps up.
The Takeaway
Whether you're curious about the burger itself or just want to see how the rivalry plays out, this promotion gives fans a low-cost way to compare Carl's Jr.'s latest offering against the competition it's clearly targeting.
