Window 6 – Media Communication

The following outlines media for Window 6.

Celebrate the Summer with the June 23rd launch of the NEW BLT Ranch Angus Thickburger™ and BLT Ranch Hand-Breaded Chicken Sandwich at Carl’s Jr. National and Local creative will feature the ultimate summer song for the ultimate summer sandwiches. Better turn up the sound!

National TV Ads and Local TV Ads

The chart maps out the product messaging cadence for Window 6:

Integrated Communications Plan National and Local media will begin on Monday, June 28th with a mix of :30 and :15 second spots featuring the new BLT Ranch Hand-Breaded Chicken Sandwich, and BLT Ranch Angus Thickburger™!

Media plans vary by market and could include a mix of spot TV, local radio/streaming audio, digital, social and out of-home placements designed to drive transactions and sales. National TRPs reported in MN18-49 reads to align with locally transacted TRPs (National TRPs purchased as AD18- 49 in Cable Entertainment, and MN18-49 in Sports).

TV HIGHLIGHTS

TV buys will provide exposure against highly visible programing to generate mass awareness in the weeks on air, such as:

*Local programming varies by market

Additionally, the BLT Ranch platform will be showcased nationally in sponsorships on ESPN in SportsCenter, a feature called High Heat “Heat Check” on the MLB Network, as well as with “Sponsored by...” billboards across networks like: Discovery Channel, Food Network, HGTV, ID, Science Channel, Paramount, and CMT.

MEDIA PARTNERSHIP HIGHLIGHT: HULU & ADULT SWIM

The BLT Ranch Menu will also be featured on Hulu with a custom animated spot to elevate visibility of the Carl’s Jr. brand and the new BLT Ranch Angus Thickburger™!

Carl’s Jr. And Hardee’s will also be front and center for Adult Swim viewers leading up to a Friday night marathon branded as a Happy-Thon, where Carl’s Jr. & Hardee’s are sponsoring popular Adult Swim animated programs. The custom promotional spots will air the week of 6/28 driving to the first sponsored marathon featuring Aqua Teen Hunger Force on Friday, 7/2 as well as the week of 7/5 driving to the second sponsored marathon featuring Metalocalypse on Friday, 7/9.

RADIO

Radio and streaming audio will be filled with the song of summer track, featuring the BLT Ranch platform to drive awareness and encourage trial of the BLT Ranch products!

BLT Ranch Radio

DIGITAL: PAID MEDIA

Paid digital window support launches at the start of the window on Monday, June 28th, featuring the new BLT Ranch Hand-Breaded Chicken Sandwich, and BLT Ranch Angus Thickburger™. An estimated 51MM total impressions will be generated via paid social, and audio placements.

• Flight Dates: 6/28/21 – 7/25/21 • Objective: Extend reach and drive awareness of the campaign to entice consumers to visit Carl’s to try the delicious BLT Ranch Hand-Breaded Chicken Sandwich, and BLT Ranch Angus Thickburger™. • Tactics: Audio and Paid Social • Geo-targeting: Ads will be geo-targeted to Carl’s Jr. markets with paid digital/social window support

Evergreen digital support will also feature the BLT Ranch platform to keep our new product offerings top of mind, as well as tag markets with an Order Now call-to-action to support our Order Ahead and Delivery capabilities in qualifying markets! Evergreen Digital channels vary by market; Refer to individual DMA flowcharts for details.

SOCIAL – ORGANIC

During this promotional period, we'll support the New BLT Ranch menu by aligning food-focused content with summer vibes. Campaign extensions will incorporate the BLT Ranch song of the summer as well as dynamic content encouraging fans to come try the products for themselves.

SOCIAL CONTENT Starting 6/23/21

1. BLT Ranch Hand-Breaded Chicken Sandwich 2. BLT Ranch Angus Thickburger™ 3. Bacon Ranch Fries 4. Community Engagement Opportunities 5. Evergreen/Core Menu

WEBSITE HOMEPAGE

www.carlsjr.com

In Window 6, our website will feature the Hand-Breaded Chicken Lineup, Upgraded Angus Burger Lineup, and the BLT Ranch Menu. FPO copy shown.

IMPORTANT: Website Management Reminder: Do you need to update your store information (address, hours, phone number)? Email changes to [email protected] , edits will be completed within Unit Master with 72 hours and then post to the site the next day. For any issues with delivery links or general website feedback, please contact [email protected] 5

DELIVERY

MENUS: For restaurants integrated with Olo Rails and Order Ahead, W6 products will be active on online menus (carlsjr.com Order Now and third-party delivery marketplaces) at start sell.

Restaurants with non-integrated POS systems (using delivery tablets) have the option to add the window products to their third-party delivery marketplace menus via delivery partner portals:

• Window assets are available on the StarNet Delivery Page. • Menu Edit Instructions by DSP: DoorDash, UberEats, Postmates, Grubhub

Please contact your brand delivery team ([email protected]) with any questions or needs.

Coupon Offers

EMAIL OFFERS

Our email program connects with the more than 686k members and we will be continuing to send updates regarding our new products, promotions and exclusive offers. Below is a list of current offers, Window 6 messaging and sample creative. Please see the codes below for any franchise group needing to manually enter codes. Actual send dates may shift within the window.

Featured Offers/Messaging Coupon Number Dates Message/Product HB Chicken & Waffle 2 for $6 HB Chicken & 11219 6/28 Sandwich Waffle BLT Ranch Chicken $6.99 BLT Ranch 11215 7/1 Sandwich Small Combo Chicken Sand Small BLT Ranch Angus Free Large Drink w/ 11216 TBD Thickburger™ purchase of burger $4.49 HB Chicken HB Chicken Sandwich Sandwich w/ purch of 11217 TBD Large Drink $1.79 Bacon Ranch Bacon Ranch Fries 11218 TBD W6 Coupon Emails Fries $6.49 Single Beyond Single Beyond Famous Famous Star w/ 11220 TBD Star® Sm Combo Cheese Sm Combo Famous Star® w/ $5 Famous Star w/ 11222 TBD Cheese Sm Combo Cheese Sm Combo 2 for $7 Single 1/3lb Original Angus Burger 10841 TBD Original Angus Burger $2.29 French Toast French Toast Dips 11221 TBD Dips BLT Ranch Menu 6/23 W6 Promotional Emails BLT Ranch Angus Thickburger™ 6/26

FSI: JULY PRINT

The July Print Drop scheduled for June 28th will feature the New BLT Ranch Menu and highlight Now Hiring messaging with unique QR code that drives to the careers/jobs search page.

Star Pals Promotions Reminder

During W6, Carl’s Jr. will continue to promote the National Parks Foundation, offering exciting premiums that spark a sense of exploration. The partnership, running through July 20th, supports National Parks cross the US and invites children to discover fun in nature through games and challenges about the different parks.

Starting on July 28th through September 21st, Carl’s Jr. will promote Fast and Furious: Spy Racers Star Pals program. The program features fun, action-packed premiums starring characters from the hit Spy Racers’ Netflix series.

Upon depletion of any Star Pals program, stores may order the Star Games filler program through their DCs.

Merchandising Update

THE WINDOW POP KIT IS SCHEDULED TO ARRIVE NO LATER THAN 6/18 FOR THE START SELL ON 6/23 Posting guides are included in each kit. Restaurants are also able to reference Starnet for the posting guides for each window the Friday before the start sell. Please call the POP Fulfillment Center at (844) 646- 7416 immediately if you do not receive these items or if you are missing any POP elements in your kit. (Please note that FedEx and UPS will not guarantee delivery timelines in heightened COVID-19 areas.) BLT Ranch LTO Creative:

th Special Update: Carl’s Jr. 80 Birthday Activation On July 17th Carl’s Jr. is turning 80 and we are ready to celebrate beginning this month continuing throughout the summer. The 80th celebration will be supported via a 360 degree activation that includes promotional large cups, crew apparal, and a promotional giveaway so our guest can celebrate along with us!

Promotional Cups: June 23rd The activation will begin this week with the arrival of our promotional large cups featuring our 80th Anniversary logo and historical images of Carl’s Jr. throughout the years. The cups will be available to our guests throughout the summer.

Crew Apparal: June 28th (T-Shirts) / July 12-19 (Caps and Pins) In addition, all restaurants will be receiving crew t-shirts by Monday, June 28th. The cost of the t- shirt have been covered by our partners at Coca-Cola. Please have your crew wear their t-shirts no later than July 1st. Due to a delay in the Port, the pins and caps will arrive between July 12th – July 19th .

Birthday BOGO Promotion: July 17th As part of the 80th birthday celebration, our brand will be inviting guests to join the festivities by offering a one-day BOGO offer. The offer: Buy one Western Bacon Cheesebuger, Famous Star with Cheese or Big Carl and get one for 80 cents, will be supported by PR, email, owned Social Channels. It will be available for one day only, Saturday, July 17.