When we interviewed Carl’s Jr. Chief Marketing Officer Jeff Jenkins last week, we had no idea of the stunt (or is it?) that was just around the corner. On Monday, Oct. 10, the regional restaurant brand tweeted a series of billion-dollar ideas to Amazon (and founder Jeff Bezos) with the hashtag: #AmazonBuyUs.
Amazon, of course, is now in the restaurant business in the U.S., and will deliver food from chain restaurants such as Applebee’s, Sweetgreen, Shake Shack, Chili’s and Red Robin. The service, called Amazon Restaurants, is available to Amazon Prime customers.
“This is about generating a conversation around a partnership,” Jenkins, CMO of Carl’s Jr. and Hardee’s, told USA Today. “The tweets are obviously a start to try and see where the dialogue goes (and) have a lot of fun with it, and see if they find the spirit of it as fun as we do.”
“We’ve got to be impossible to ignore,” Jenkins added. “Both Carl’s Jr. and Hardee’s have a history of provocative advertising. The question is how do you modernize that.”
Beyond the initial 24 hours of suggestions, the Carl’s Jr. Twitter account will continue tweeting ideas at Amazon all week.
The first 24 hours certainly made for entertaining reading:
HEY @Amazon! FOR THE NEXT 24 HOURS WE WILL BE SHARING ONE OF OUR BIG IDEAS EVERY HOUR ON THE HOUR!!!!!!! #AmazonBuyUs
— Carl's Jr. (@CarlsJr) October 9, 2017
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1/An alarming idea:
BIG IDEA 1/24: "Happy Star Assistant" The alarm smells like biscuits! @Amazon #AmazonBuyUs pic.twitter.com/lXeBaNYkpL
— Carl's Jr. (@CarlsJr) October 9, 2017
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2/Amazon Dash button good enough to eat:
BIG IDEA 2/24: “Tender Button” Push a button, get a tender! Delivery time may vary. @Amazon #AmazonBuyUs pic.twitter.com/VlAHyORsqz
— Carl's Jr. (@CarlsJr) October 9, 2017
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3/Self-driving restaurant:
BIG IDEA 3/24: “Self-driving Restaurant” The charbroiled goodness of our kitchen comes to you!! @Amazon #AmazonBuyUs pic.twitter.com/qFxkYjMVXZ
— Carl's Jr. (@CarlsJr) October 9, 2017
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4/Drones!
BIG IDEA 4/24: “Happy Drone Hive” 4,100 restaurants.
4,100 docks for the @Amazon drone fleet! #AmazonBuyUs pic.twitter.com/nYrCYffTys— Carl's Jr. (@CarlsJr) October 9, 2017
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5/For Jeff Bezos to sip in space:
BIG IDEA 5/24: “Spaceshakes” You’re headed to space & we’ve got hand-scooped milkshakes!! @Amazon #AmazonBuyUs pic.twitter.com/if79wLLzYA
— Carl's Jr. (@CarlsJr) October 9, 2017
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6/A cloud-based restaurant:
BIG IDEA 6/24: “Cloud-Based Restaurant” A first in food. How’s it work? Thats where you come in @Amazon #AmazonBuyUs pic.twitter.com/Y1IkHUbaA5
— Carl's Jr. (@CarlsJr) October 9, 2017
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7/Amazon bought Whole Foods Market; why not Carl’s Jr?
BIG IDEA 7/24: “Carl’s Foods Markets” Conveniently located between the kale chips & juice bar! @Amazon @WholeFoods #AmazonBuyUs pic.twitter.com/UFBcCAJySH
— Carl's Jr. (@CarlsJr) October 9, 2017
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8/From a prime cut to Amazon Prime, membership has its privileges:
BIG IDEA 8/24: “Prime Thru” What’s faster than two-day shipping? Skipping to the front of the line! @Amazon #AmazonBuyUs pic.twitter.com/id3BnzMlPw
— Carl's Jr. (@CarlsJr) October 9, 2017
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9/A book to post on Amazon:
BIG IDEA 9/24: “Make It a Combo” Ordering a book (like this classic by us & @Hardees)? Add fries & a drink to make it a combo! #AmazonBuyUs pic.twitter.com/leSHT2Oe8e
— Carl's Jr. (@CarlsJr) October 9, 2017
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10/Meal kits:
BIG IDEA 10/24: “Carl’s & Hardee’s At Home” Everything you need to make a $5 All Star Value Meal! @Amazon @Hardees #AmazonBuyUs pic.twitter.com/VKlMtUUnap
— Carl's Jr. (@CarlsJr) October 9, 2017
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11/An original series for those who love spies fries:
BIG IDEA 11/24: “Fries And Deceit” A new spy mini-series! The truth will always ketchup!! #AmazonBuyUs pic.twitter.com/RsqBc4lO4p
— Carl's Jr. (@CarlsJr) October 9, 2017
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12/ “The Fryer Stick”
BIG IDEA 12/24: “The Fryer Stick” Not sure what it is yet, but we love the name! @Amazon let’s have a brainstorm w/ @Hardees!! #AmazonBuyUs pic.twitter.com/8mgZrvPWwh
— Carl's Jr. (@CarlsJr) October 9, 2017
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13/Finally, a lunch registry:
BIG IDEA 13/24: “Lunch Registry” You know what’s better than lunch? People paying for your lunch! @Amazon #AmazonBuyUs pic.twitter.com/wtqTChdK96
— Carl's Jr. (@CarlsJr) October 9, 2017
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14/Eat to the beat:
BIG IDEA 14/24: “Food Playlists” Hear Double Cheeseburger's Fresh Beats Feat. the lyrical hot fire of Spicy Chicken! @Amazon #AmazonBuyUs pic.twitter.com/zNwzWYK4cp
— Carl's Jr. (@CarlsJr) October 9, 2017
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15/Another original programming idea:
BIG IDEA 15/24: “Jalapeño Coppers” A new show about 2 cops who are a little too spicy for their beat! @Amazon #AmazonBuyUs pic.twitter.com/abUSL0a1kO
— Carl's Jr. (@CarlsJr) October 9, 2017
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16/Free parking for Jeff Bezos (with unlimited free refills):
BIG IDEA 16/24: “CEO Parking” This deal comes w/ perks! @Amazon's CEO gets a VIP spot up front at every Carl's Jr. & @Hardees #AmazonBuyUs pic.twitter.com/maix7OeLxb
— Carl's Jr. (@CarlsJr) October 9, 2017
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17/ An e(at)-reader:
BIG IDEA 17/24: “The Eater Reader” Get ready to read something while you eat something! @Amazon #AmazonBuyUs pic.twitter.com/pEzZHCWe26
— Carl's Jr. (@CarlsJr) October 9, 2017
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18/VR dining:
BIG IDEA 18/24: “Virtual All Star” You haven’t lived until you’ve eaten an All Star Value Meal in 2 realities at once! @Amazon #AmazonBuyUs pic.twitter.com/sRm80cm7Pp
— Carl's Jr. (@CarlsJr) October 10, 2017
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19/Where to locate Amazon’s next HQ:
BIG IDEA 19/24: “New Headquarters"@Amazon Why settle for 1 new HQ when you can have 3,664? We'll save the good booths!#AmazonBuyUs pic.twitter.com/L5IzSpuLW3
— Carl's Jr. (@CarlsJr) October 10, 2017
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20/Alexa orders lunch:
BIG IDEA 20/24: “You Look Hungry” Ur brain tired & ur tummy empty? Stick out tongue & let the algorithm work its magic. @Amazon #AmazonBuyUs pic.twitter.com/V1fOtw7DAw
— Carl's Jr. (@CarlsJr) October 10, 2017
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21/Alexa is hired:
BIG IDEA 21/24: “Alexa, Provide Fries!” How to establish brand synergy? Hire an Alexa for every one of our locations! @Amazon #AmazonBuyUs pic.twitter.com/E7kL8ybIaK
— Carl's Jr. (@CarlsJr) October 10, 2017
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22/Another original series idea: “It Just Got Meal”
BIG IDEA 22/24: “It Just Got Meal!” What happens when 4 foods in a box stop being fake & start gettin meal! #AmazonBuyUs pic.twitter.com/2AEJGuaB3S
— Carl's Jr. (@CarlsJr) October 10, 2017
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23/Scented packing tape
BIG IDEA 23/24: “Tasty Tape” Experience the aromas of our $5 All Star Meal on every strip of @Amazon box tape! #AmazonBuyUs pic.twitter.com/za8faAksNO
— Carl's Jr. (@CarlsJr) October 10, 2017
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24
Stay tuned!
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