The people of Israel love burgers, and lots of them.
But despite the large selection, there is always room for more.
This is the conclusion reached by the leaders of the fast food chain Hardee's, whose buds were planted somewhere in the 1940s, when the company's founder Carl Carcher bought a cart for selling sausages in Los Angeles.
In the 1960s, Karcher opened the first Carls Jr. branch in California, and since then the chain has only grown and expanded.
Today, the American fast food conglomerate CKE Restaurants Holdings, under which the two brands Brothers Hardee's and Carl Jr., dominates 44 states in the United States and another 43 states outside the United States.
The first branch to open in Israel will join about 4,000 branches in America, Asia, Europe, Africa and Australia.
During December, a conference of potential Israeli investors and franchisees will be held in cooperation with the US Department of Commerce Services at the US Embassy in Israel.
Ready to get dirty ?, Photo: Hardee's Restaurants LLC
Quality and innovation
We do not miss burgers, but Hardy's entry into Israel is requested.
First, the chain is aware of and believes in Israel's successful reputation in the field of restaurants.
Second, Israel is the only country in the Middle East that does not yet have a branch of Hardi's.
And third, and perhaps most importantly, the network can adapt itself to the Israeli palate optimally, just as it has done in many other countries.
"Two things have been leading the network since day one and are responsible for its success - quality and innovation," says Jeff Sapphire, director of the network's Middle East and Africa region.
During a visit to four different branches in Dubai, Sapir demonstrates this to me in practice, from the food production line in the compact and smart restaurants, through maximum hygiene, to advanced means of delivery.
"An analysis of the market potential in Israel shows that there are readiness for at least 50 restaurants in the coming years," says Mark Moshkin, VP of Sales and Development of International Franchising, in a video call from the United States.
"This requirement is in line with Hardy's successful expansion into other markets in the region. However, Israel is considered unique in light of the strength of the country's middle class and its open and dynamic society. We are looking for suitable candidates, with operational and economic capabilities, to establish at least 15-10 branches. In the initial phase of the exclusive development agreement. "
Hardy's Branch in Dubai, Photo: Hardee's Restaurants LLC
Business & Pleasure
Beyond the good news for fans of the popular fast food, and the business potential that the chain brings with it, there is also a great deal of interesting food.
And let's start with a hamburger, but what?
Although it is fast food for all intents and purposes, the quality is reflected in the fact that the hamburger is made from 100% selected Angus meat.
Customers do not have to pay more for a premium hamburger, as this is the default.
The large and juicy burgers are grilled to perfect scorching, joining the puffy, plump rolls that go through, also a slight roast on the grill.
There is no doubt that even though it is a eatery, the quality of the product exceeds that of many of the chain's competitors, simply because of its stubborn adherence to excellent raw materials.
Another great flash lies in the company's chips.
Those who do not understand how French fries can surprise someone in 2021, simply must try the range of fried potatoes of the chain, one better and tastier than the other.
Beyond the "regular" chips, which are also very good, the chain also boasts the option of chips with a "skin" (shell) for those who like, and the highlight - curled chips, the first dish served to the table and completely devoured.
The special chips undergo a second frying after freezing, and are served with chili powder and salt.
The perfect thickness joins an amazing texture, and if there is one product that we really lack in the country - it is it.
Another of the chain's great prides is its thick and rich milkshake, and for good reason.
Even in this case, Hardy's does not skimp or compromise.
The chain's milkshake is made from a real ice cream ball, not a machine, along with syrup and milk, and the huge difference is immediately noticeable.
One of the chain's specialties is its varied breakfasts. Among other things, you can find chicken rap, pancakes, fire browns (potato pancakes) and many other products on the menu, but even before the tastings, which were very successful, I was interested in how the chain can adapt to the Israeli audience, who are not crazy about heavy breakfasts, and prefer vegetables And eggs for today's important meal. The issue of kosher food has also risen, but Sapir is not worried about the adjustment that the chain will have to make in the Holy Land. "Just as we have adapted ourselves to the population in many places around the world," Also kosher. Some countries prefer brioche rolls, and others apply challah rolls. Here in the UAE the chips are with a peel, but in Egypt without, because there they do not like it. In Pakistan the chips are much more spicy than in other countries. In Israel, too, we will adapt ourselves to the target audience, whether regarding kosher food or the specific taste of the Israeli audience. "
100% Fine Meat, Photo: Hardee's Restaurants LLC
A new fast age
Hardy's entry into Israel after the Corona crisis has a big advantage, and that is the network's specialization in all matters of deliveries and pick-ups.
Hardy's boasts an easy-to-operate app, online tracking of couriers, special self-ordering kiosks and successful collaborations with food delivery companies.
Apart from Drive Thor (arriving at the branch by car and receiving the order in a dedicated window), Hardy's is also experienced in "Carhop" - arriving with the vehicle to a special shed next to the branch, ordering, and a waiter will arrive at the shed with the order in minutes.
All shipments come in advanced packaging, which maintains both product temperature and maximum hygiene.
In the bar of scalloped fries, Photo: Hardee's Restaurants LLC
Getting dirty is fun
It is impossible to talk about Hardi's without also mentioning the company's bold branding, which adds another important dimension to the company's quality and innovation - fun!
The design of the branches and slogans that accompany them, are all aimed at another important goal of the company, and that is the successful pastime of its customers.
Here you will not be expected to eat clean, on the contrary - juices that are liquid and dirty hands from sauces indicate a great experience.
"Fast, noisy, messy - do not stop yourself, go all the way!", The signs in the branches smile at customers, and there is no way to avoid smiling back at them, faces dripping with sauces and joy.
Carhop in Dubai, Photo: Hardee's Restaurants LLC
The writer was a guest of the company.
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