Don’t Make Carl’s Jr.’s Fatal Marketing Mistake

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In this episode, Marissa breaks down how Carl’s Jr. stumbled in Australia despite the burger hype, revealing how poor location choices, pricing confusion, watered‑down branding, and inconsistent customer experiences turned excitement into disappointment, and more importantly, she shares the gold nuggets multi‑location brands can apply, entering the right markets, matching price to value, keeping brand identity strong, standardizing systems, and delivering experiences that beat hype every time, ultimately reminding us that big brands don’t automatically win, but smart strategies do, making this a must‑listen for anyone planning to expand, scale, or bring a brand into Australia.

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Timestamps:
00:00:00 - Introduction
00:00:13 – Carl’s Jr. Hype in Australia
00:01:30 – Competitors Already Raised the Burger Bar
00:02:22 – Location Missteps: Regional vs. City Culture
00:03:15 – Pricing Confusion: Premium vs. Average Quality
00:04:04 – Branding Watered Down, Identity Lost
00:05:11 – Inconsistent Service Across Stores
00:06:04 – Fierce Burger Competition in Australia
00:07:02 – Key Lessons for Multi‑Location Brands
00:08:31 – Why Carl’s Jr. Failed
00:08:40 – Strategy Strength Over Brand Size
00:09:13 – Growth, Positioning & Customer Journey Tips