Back to burgers: Carl's Jr. ditches bikini-clad ads

The ads have featured everyone from supermodel Kate Upton to Paris Hilton, but now the burger chain is moving in a new direction to bring in new customers and focus on the food.

The Kim Kardashian era of Carl's officially behind us.

CKE- the parent company of Carl's Jr. and Hardee's- now operates 3,800 restaurants around the the world. "We got the attention of this demographic, young hungry guys, which was what our marketing and research department advised us to do". "A few years ago, we became the first major fast food chains to offer all-natural, grass-fed beef burgers with no added hormones, steroids or antibiotics, and we're still the only ones doing so today". Between them, they have chowed down the company's burgers in negligees and leather bikinis, and eaten salads in beds and in bubble baths.

"I think that any grocery store you go into, or drug stores you're going to see on magazine covers things that are more revealing than you saw in many of our ads", he told Fox Business this month. After years of airing ads that featured almost nude models and other scantily clad women, the sibling fast-food joints have rolled out a massive rebrand campaign in hopes of convincing consumers that they care more about food than boobs.

"You and I certainly may like the ads we've been running", Puzder, 66, told Stuart Varney on Fox Business on Thursday.

The company's iconic yellow star logo will lose the happy face in the middle to look less kid-like.

"Carl Jr., in my opinion, and its sexy ads were a flawless fit to engage hungry- in many ways-men", Sandler says but acknowledged that new leadership is likely responsible for a new change in direction.

Jason Norcross, executive creative director at 72andSunny, said, "They've never really gotten credit for their quality, and we want that message to land with consumers".

"Some of the product attributes got lost because people were too busy ogling girls", he said.

AdWeek notes the name Carl Hardee is an amalgam of the company's founders Carl Karcher and Wilbur Hardee. We want to reclaim their bona fides.

In the age of feminism, more and more companies have moved away from ads which rely on sex appeal.