- Katy Bachman

Carl's Jr. is the latest quick-service restaurant to adopt an in-store video network to market its brand at the point of purchase. Set to roll out in 133 locations in San Diego and San Francisco, Carl's Jr.'s network will be provided and produced by Indoor Direct, a digital out-of-home media company that specializes in networks for quick-service and casual restaurants.

Across 1,000 locations, Indoor Direct's network airs a weekly 60-minute lifestyle program called theBITE, a mix of news, sports updates and localized time and weather from several program providers. Some of these include CBS, Disney, MLB Network and NFL Network. In May, Indoor Direct announced that it would roll out a video network to 324 Hardee's restaurants, a sister chain to Carl's Jr., both owned by CKE Restaurants.

"It's a perfect fit for the Carl's Jr. 'young, hungry guy' target audience," said Anne Blumenstein, vp of field marketing and media for Carl's Jr. "We think that our customers will come to love it almost as much as our burgers."

In addition to Carl's Jr. and Hardee's, Indoor Direct operates networks Denny's, Arby's Captain D's, CiCi's Pizza, Del Taco and Taco Bueono, reaching more than 10 million monthly viewers. The company recently secured venture funding up to $22.5 million to complete the roll out of its national in-store network infrastructure.


Nielsen Business Media