Blake Devillier is president for Carl’s Jr. USA.
FRANKLIN, TENN. — Following the separation of the Carl’s Jr. and Hardee’s brand, parent company CKE Restaurants Holdings, Inc. said it is creating a leadership structure with three teams that will each be led by a president.
Carl’s Jr. and Hardee’s have been marketed together for several years, but with different demographics and in different regions. This structure limited the ability to give each brand the strategic space to reach its full potential, said Beth Gerstenberger, communications director for CKE Restaurants.
CKE Restaurants conducted research around its guests and their needs and began separating Carl’s Jr. and Hardee’s in the summer of 2023.
“This has provided true clarity on what each brand’s guests crave,” Gerstenberger said. “While it also established an opportunity for unique brand positioning to do 360-degree marketing activations that resonate with each brand’s guests.
“In practice, this means the brands began to show up differently in their brand identities and marketing strategies. Guided by insights, they will continue to focus on limited time offers, marketing activations and advertising that highlight their unique attributes and resonate with their guests. As an example, in February, Carl’s Jr. had a free burger day offer with disruptive advertising during the big game that highlighted the bold flavor of the iconic burgers. While Hardee’s advertising highlights the craftmanship, care and goodness of from scratch biscuits and hand breaded chicken tenders and 100% angus burgers.”
The company said Mike Woida will continue to lead as international president. Chris Bode recently was named president for Hardee’s USA last fall.
Most recently, CKE Restaurants named Blake Devillier as president for Carl’s Jr. USA.
Woida has been with CKE Restaurants for 26 years, beginning as director, international development in 1997. He held several leadership positions with CKE, including vice president international, and senior vice president international.
Bode joined CKE Restaurants, Inc. as chief operating officer in September 2022.
Before CKE Restaurants, Bode was chief operations officer at Denny’s for 11 years. He also has held such positions as chief operations officer for QSR Management and vice president of development and construction at Dunkin’ Brands.
Before joining Carl’s Jr., Devillier most recently was senior vice president of field operations for Taco Bell.
Earlier he was with Gap, Inc., where he was vice president of sales at Old Navy.
Previously he was senior district manager, north Texas and district manager, south Texas at Banana Republic.
“I’m thrilled to have such exceptional leaders at the helm of our business,” said Max Wetzel, chief executive officer at CKE. “Their proven track records and strategic vision will be instrumental in unlocking the full potential of our brands. With a focus on dedicated brand growth plans and the leverage of CKE’s global infrastructure, we’re poised to achieve transformative results.”
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