when did hardee's stop serving roast beef
Hardee's For a few years after acquiring the Roy Rogers Restaurants fast food chain in the early 1990s, Hardee's outlets sold the popular Roy Rogers Restaurant fried chicken recipe, hoping it could compete with Kentucky Fried Chicken.[citation needed] In addition to Roy Rogers, Hardee's also owned Rax Roast Beef for a period of time and sold roast beef sandwiches throughout the Hardeeâ€™s system.
Beef. It's What's for Dinner The campaign was launched the week of May 18, 1992 by the Chicago-based National Livestock and Meat Board through a promotional arm, "The Beef Industry Council",[1] by the advertising firm of Leo Burnett Company. The "Beef. It's What's For Dinner" campaign was established through television and radio advertisements that featured actor Robert Mitchum as its first narrator,[2] and scenarios and music ("Hoe-Down") from the Rodeo suite by Aaron Copland,[3] followed by a large magazine campaign that was rolled out in late July and early August.[1]