Meat + Poultry - July 2005 - 77

FSI MEDIA WATCH

insider
FOOD

Monster or mouse?

■

Fighting back. It's as American as
hot dogs and apple pie.
But when a serious activist group
threatens your hot-dog-manufacturing
or apple-pie-making business, what are
you to do? According to a study in the
Journal of Agricultural and Resource
Economics, it's usually best to give in.
According to the research, if an
activist is deemed serious and will protest, thus causing economic and brand
damage, it behooves the food company
to make a compliance offer, usually at or
below the damage cost. The problem is
that there are many activists and it is
often impossible to know their level of
seriousness, or to know
how much impact
they will have on
consumers.
So, given
the percentages, it is
often better
to acquiesce
to activists'
demands
than risk the
unknown economic damage.
Hardee's apparently hasn't seen
this research. Facing an America embroiled in an obesity crisis and activists
and lawyers lining up to take on fast
food, Hardee's introduced the Monster
Thickburger and expanded the offerings
to include the Breakfast Burger and the
715-calorie Hand-Scooped Ice Cream
Shake.
The fast-food restaurant's response
has endeared the chain to food-lovers
and the American media, always interested in telling the maverick story.
"The food police and media have
portrayed the CEO of CKE Enterprises
(Andy Puzder) as fast food's demon,"
wrote Bruce Horovitz in "Restaurant
sales climb with bad-for-you food" (May
13, 2005, USA Today). "The better-foryou food pendulum that so quickly

16 FSI

FOOD SYSTEMS

ınsıder

JULY 2005

changed the look of fast-food menus ...
appears to be swinging back."
The Kansas City Star's May 20,
2005, edition also highlighted the push
by Hardee's. "Some fast-food chains ...
after facing scrutiny of the food police
as they obsessed over America's obesity,
have taken an in-your-face stance."
Taking a cue from Hardee's,
Ben & Jerry's, Burger King, IHOP, KFC,
McDonald's, Pizza Hut, Ruby Tuesday
and Wendy's are offering or considering
food items that will light up the sirens
of the least-touchy food cop.
Going on the offensive with its
marketing, Carl's Jr. (owned by the same
company as Hardee's)
used a scantily-clad
Paris Hilton to
market the
new Spicy
BBQ Burger,
a plan
Hardee's was
also going
to adopt.
A Parents
Television
Council
spokesperson
called the television ad "soft-core porn"
in a May 24, 2005, Los Angeles Times
story.
In a May 24, 2005, MSNBC article,
Carl's Jr. executive vice president of
marketing Brad Haley noted that the
Web site (www.spicyparis.com) crashed
due to too many interested users. "It
turned out that Paris was too hot for
our servers," he snickered.
In an industry that often cowers
first and asks questions later, and has
the research to support it, Hardee's
offers a successful alternative. Fight back
with a strong message and have a
"Thick" skin.
By James Arnold
Food Systems Group

SYSTEMS

Greg Henderson
Editorial director
ghenderson@vancepublishing.com

Kristal Arnold
Editor
karnold@vancepublishing.com

800-255-5113
■

Board of Advisers
Charles Ahlem
Founder, Hilmar Cheese Co.

Dennis DiPietre
Pork-industry consultant

Thomas Helscher
Director of global
industry affairs, Monsanto

Daryl Olsen, DVM
Audubon-Manning Veterinary
Clinic Management Services

Mike Robach
VP food safety, Cargill

John Story
Grocery-industry consultant

Warren Weibert
Owner,
Decatur County Feedyard

Brad White, DVM
Mississippi State College
of Veterinary Medicine

■

Corporate Partners

■
Food Systems Insider
is produced as a supplement to:

DROVERS
PORK
DAIRY HERD MANAGEMENT
SWINE PRACTITIONER
BOVINE VETERINARIAN
MEAT & SEAFOOD
MERCHANDISING
...and...
MEAT&POULTRY MAGAZINE
(a Sosland publication)
Copyright 2005

Insider on the Web:
www.foodsystemsinsider.com


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Meat + Poultry - July 2005

Table of Contents for the Digital Edition of Meat + Poultry - July 2005

Contents
Meat + Poultry - July 2005 - 1
Meat + Poultry - July 2005 - 2
Meat + Poultry - July 2005 - 3
Meat + Poultry - July 2005 - Contents
Meat + Poultry - July 2005 - 5
Meat + Poultry - July 2005 - 6
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https://digital.meatpoultry.com/sosland/mp/mp_2025_02_01
https://digital.meatpoultry.com/sosland/mp/meatpoultry-january-2025
https://digital.meatpoultry.com/sosland/mp/ippe-preshow-december-2024
https://digital.meatpoultry.com/sosland/mp/meatpoultry-december-2024
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https://digital.meatpoultry.com/sosland/mp/meatpoultry-august-2024
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https://digital.meatpoultry.com/sosland/mp/meatpoultry-november-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-october-2023
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https://digital.meatpoultry.com/sosland/mp/special-supplement-ground-meat-trends-technology-july-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-july-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-june-2023
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https://digital.meatpoultry.com/sosland/mp/special-supplement-bacon-trends-technology-march-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-march-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-february-2023
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https://digital.meatpoultry.com/sosland/mp/meatpoultry-october-2022
https://digital.meatpoultry.com/sosland/mp/special-supplement-ground-beef-trends-technology-september-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-september-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-august-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-july-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-june-2022
https://digital.meatpoultry.com/sosland/mp/special-supplement-meat-alternative-trends-and-technology-may-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-may-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-april-2022
https://digital.meatpoultry.com/sosland/mp/special-supplement-bacon-trends-technology-march-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-march-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-february-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-january-2022
https://digital.meatpoultry.com/sosland/mp/-meatpoultry-december-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-november-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-october-2021
https://digital.meatpoultry.com/sosland/mp/special-supplement-ground-meat-trends-technology-october-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-september-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-august-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-july-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-june-2021
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https://digital.meatpoultry.com/sosland/mp/special-supplement-meat-alternatives-may-2021
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https://digital.meatpoultry.com/sosland/mp/meatpoultry-march-2021
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http://digital.meatpoultry.com/sosland/mp/2009_12_01
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