The chain said on Wednesday that it will sell Rocky Mountain High: CheeseBurger Delight burger in one place in Denver, Colorado for just one day (April 20, of course). The burger has a sauce infused with CBD, or cannabidiol, a non-psychoactive hemp derivative.
Although the campaign is limited, it is not a stunt. The Burger chain uses the test to determine if a CBD burger belongs to its set menu, says Patty Trevino, senior vice president of brand marketing for Carl & # 39; s Jr.
"It's something that feels right for the brand," she said. CNN Business. "We are about innovation."
Food, drink and other consumer goods companies have tried to figure out how to capitalize on growing interest in ingredients such as CBD. The consumer is increasingly seeking products that offer extra something, such as increased energy or better intestinal health. CBD may fit the bill: Some studies suggest that CBD may treat inflammation, pain, anxiety and seizures. Carl's Jr. is not promoting any possible functional benefits of the CBD, Trevino said.
Carl's Jr. hopes to delight his customers, as Trevino said tends to be interested in new trends. It also chases "future Carl Jr. customers who are younger," Trevino said. "They are more open to different flavors of products," as well as benefits trendy ingredients can offer.
"I sat down with our chef Owen Klein and we talked about trends," Trevino said. After the launch of Beyond Meat, they came up with a wish list that included a CBD product. "We looked at ourselves and said, you know what, let's try."
Starting little, in a market where cannabis regulation is "very strong," will allow Carl & # 39; s Jr. to find out how to move forward. Testing CBD can give the company an advantage over competitors, because most of the countries are in western states where recreational cannabis is legal.
Because Carl's Jr. Decided to test in just one place in a day, it was able to bring a product to customers very quickly. The chain collaborated with Bluebird Botanicals, a Colorado-based company selling CBD oil and capsules, to the test.