Carl’s Jr. is inviting people into its Nashville test kitchen, at least virtually.
Owen Klein, vice president of global culinary innovation of CKE Restaurants, will be interacting with customers on Twitch, a live-streaming platform owned by Amazon that caters to gamers, according to a news release from the company.
Klein is teaming up with influencer Storymodebae on a “Culinary Showdown livestream,” which will take place 2-4 p.m. PDT on Monday, Aug. 22.
The goal is to give fans “the opportunity to contribute to a new meal concept” that will be available at select Carl’s Jr. and Hardee’s restaurants, the news release said.
CKE Restaurants is the parent company of both restaurant chains, which have very similar menus. Carl’s Jr. was founded by Carl Karcher in 1941, and his company was based in Anaheim for decades until it moved its headquarters to Tennessee in 2017.
The livestream will be followed up by weekly steams with various Twitch personalities, during which fans can vote on the menu items in progress.
The winning menu item will be announced by Storymodebae during the week of Oct. 24 and then will be served in two markets. The news release did not say where they would be.
The Twitch partnership is the lastest example of a fast food chain bypassing traditional forms of advertising and taking a campaign directly to social media users.
Earlier this summer El Pollo Loco launched a series of TikTok videos featuring a character called Abuela talking about fads as well as fast food chicken.
When Carl’s Jr. launched its line of chicken sandwiches in 2021, it promoted it on OnlyFans, a subscription service known for its adult content.
To tune into the livestream, go to twitch.tv/storymodebae
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