Carl’s Jr. is either embarking on a winning campaign or a marketing disaster as it rolls out a test burger this weekend.
The fast-food chain is planning to test out a cannabis-infused hamburger exclusively at one location in Denver, Colorado on April 20, an unofficial holiday for marijuana enthusiasts, according to Fox Business.
The sandwich, dubbed the Rocky Mountain High Cheese Burger Delight, will feature two beef patties, pickled jalapenos, pepper jack cheese and “Crosscut” fries, a press release announced. It will also include the Santa Fe sauce, infused with CBD, or cannabidiol, a non-psychoactive hemp derivative.
— Carl’s Jr. (@CarlsJr) April 17, 2019
“Part of our strategy centers around being the first quick-service restaurant bringing bold and unexpected flavors to the masses,” Carl’s Jr. wrote in a news release, according to the Denver Post. “CBD is one of the hottest culinary trends right now, and what better place to test this new burger than in Denver, a city that has been a trailblazer in the CBD movement.
“In partnership with Bluebird Botanicals, we have done our due diligence and are bringing this to our consumers in a safe and delicious way, and we’re thrilled to be testing on April 20, 2019,” the company stated. “We are currently testing at one store in Denver, and there is potential to expand as regulations allow.”
The CBD burger, which will sell for $4.20, will be available exclusively in the chain’s location at 4050 Colorado Blvd. in Colorado where marijuana is legal. Customers have to be 18 or older to buy the sandwich and are limited to two burgers.
“The new Rocky Mountain High: CheeseBurger Delight ties back to our core strategy of being the first to bring bold and unexpected flavors that are at the forefront of hot restaurant trends to a quick service menu,” Patty Trevino, Carl’s Jr’s senior vice president of brand marketing, said.
“From our early introduction into plant-based options to bringing the rare indulgence of truffles to our menu with the new Bacon Truffle Angus Burger, our customers have come to expect innovative and unique menu offerings, and we’re thrilled to be the first quick service restaurant to be testing CBD infused options,” Trevino added.
If the sales promotion in Denver is successful, Trevino told Fox Business that Carl’s Jr. will expand the test to other markets.
Fox Business reported:
Although cannabis and cannabis-derived products are still prohibited on the federal level, the FDA is now looking into the potential opportunities that cannabis, including cannabidiol (CBD), the marijuana plants’ non-psychoactive ingredient, creates.
Medicinal marijuana is currently legal in 33 states, while marijuana for recreational purposes is legal in 10 states, including Washington, D.C. Some companies have already jumped into the market, including New Age Beverages Corp., which recently signed a deal to develop and distribute Marley-branded cannabis-infused drinks. Martha Stewart Opens a New Window. also teamed up with marijuana grower Canopy Growth to develop a line of CBD-based products for humans and pets.
“Well we have bourbon in barbeque sauce don’t we?” Jon Taffer, host of “Bar Rescue,” told FOX Business’ Stuart Varney earlier this month.
“Consumers want things like this. I think the marketplace will find it,” he added. “And look, did we ever think 20 years ago we’d be seeing what’s happening with cannabis today? So there’s been a lot of movement in that direction.”
While there were definite fans of the idea on Twitter, many were sure they would not be dining on the new trendy test burger.
There’s no way you’re eating at Carl’s Jr unless you’re already getting plenty of CBD in your diet
— decadent backyard meat adventure (@PotatoOfDestiny) April 17, 2019
The burger that just makes you hungrier! Genius on their part.
— Bryan Wilson (@Brwilson14SHR) April 17, 2019
— SOURCE (@siffdog) April 17, 2019
Sorry, but I’ll never be high enough to eat that.
— Part of the Problem (@Jennife35202254) April 17, 2019
They are totally going to get it mixed up with the other burgers.
— Tracie (@TracieLiberty) April 17, 2019
— Stephen Pratt (@stephenpratt077) April 17, 2019
The mile high city lives up to its name
— Ysira’el (@Ysirael) April 17, 2019
What the hell are they smoking?
— Vyv (@RobElkin1) April 17, 2019
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