At least in my mind the Thickburger killed Hardees. In 2002 Hardees did 2 things, introduced the Thickburger and lost my business. One day in 2002 I was on my way to my friends house and wanted to stop and get something to eat so I pulled up to the drive-thru of my local Hardee’s and ordered 2 hamburgers. The response from the other end of the static filled speaker was, “We don’t have hamburgers anymore…” and that was it. I sat there for a few more seconds waiting for some sort of explanation or alternate choice but never received one. So I left Hardee’s and have not been back since. What I found out later that day was that they had just introduced the Thickburger. Apparently Hardee’s employees were not allowed to call it a hamburger, but I’m pretty sure they were allowed to offer me an explanation of why they don’t sell hamburgers anymore. And I would have gladly ordered one of these monolithic hamburgers and could even possibly become addicted to them the same way I am to the Burger King Triple Stacker now. The simple lesson here is that customers have short memories on the positive things you do and long memories on the negative ones. I haven’t been to Hardee’s in 6 years because of one bad customer service experience.

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