In the fall of 1960, Wilbur Hardee opened a drive-in quick service restaurant. The restaurant became extremely well known and in 1963, it became the first in the fast food industry to make a public offering of stock, 2 years before McDonalds!
Sometime after that, Hardees got lost. They could not cope up with McDonalds, Burger King, Wendy’s and other fast food chains cropping up everywhere. Hardees were losing a lot of money. The big chains were introducing $1 menu and Hardees, like many other restaurants, tried to keep up with them. This strategy almost ran them out of business. Things were turning from bad to worse until some one in the management took some important key decisions. Continue reading “The six dollar burger”