In a bold move to reinvigorate its national presence and win over consumers in a crowded fast-food landscape, Hardee’s has reintroduced its prime rib sandwich and unveiled a new Prime Experience menu, available for a limited time starting April 20, 2026. The rollout comes at a crucial moment for the Southern-inspired chain, which has also been quietly reopening dozens of restaurants across the Southeast that were shuttered late last year following a legal dispute with a franchisee.
The centerpiece of Hardee’s latest culinary gambit is a lineup of indulgent, protein-packed offerings designed to appeal to customers at every meal. According to a press release cited by al.com, the Prime Experience menu “features indulgent, satisfying options that highlight the brand’s made-from-scratch quality while giving guests new reasons to visit throughout the day.”
Leading the charge is the Prime Rib Breakfast Burrito, boasting 36 grams of protein and wrapped in a tortilla alongside hash rounds, egg, and cheese. Not to be outdone, the Prime Rib Biscuit stacks tender prime rib, American cheese, and a fried egg inside Hardee’s signature made-from-scratch biscuit, delivering 31 grams of protein per serving. For lunch and dinner, Hardee’s has unveiled the Prime Rib Burger: a 100 percent Angus beef patty crowned with prime rib dipped in signature au jus, layered with garlic cheddar sauce and grilled onions, all nestled inside a toasted brioche-style bun.
“The star of this lineup is the technique and quality. We’ve taken one of the most iconic cuts of beef and reimagined it across our entire menu,” said Sarah Breymaier, vice president of marketing at Hardee’s, in remarks reported by Fast Company and al.com. Breymaier emphasized that every detail, from the slow-simmered au jus to the perfectly toasted brioche bun, was carefully selected to “highlight the quality of the beef and create a premium experience any time of day.”
But the Prime Experience doesn’t stop at beef. Hardee’s has also introduced a handful of new sweet and refreshing menu items aimed at rounding out the customer experience. The Star-Spangled Biscuit—a warm, fluffy, star-shaped treat loaded with raspberry, strawberry, and blueberry flavors and drizzled with icing—joins the breakfast lineup. For those seeking a caffeine boost or a cool treat, the Mocha Freeze blends hand-scooped vanilla ice cream with cold coffee and chocolate syrup, topped with whipped cream. Meanwhile, the Triple Berry platform, available as a tea, sparkler, or milkshake, features real strawberries, raspberries, and blackberries with no artificial colors or flavors.
“We know our guests need their meals to work as hard as they do, all day long,” Breymaier explained. “By accompanying our Prime Rib items with new favorites like the Mocha Freeze and Triple Berry platform, we’re making sure Hardee’s remains a go-to destination for quality at any hour.”
In a nod to the digital age, Hardee’s is offering a special deal for its most loyal customers. My Rewards members can snag the Prime Rib Burger for just $5.99 by ordering through the Hardee’s app, but only for a limited time. It’s a move clearly designed to boost app engagement and foster customer loyalty at a time when every fast-food chain is vying for a shrinking pool of consumer dollars.
This menu innovation arrives as Hardee’s is also making headlines for its aggressive campaign to reopen dozens of locations that were forced to close in December 2025. The closures stemmed from a contentious legal dispute with franchisee ARC Burger, which operated 77 restaurants before shuttering them amid the conflict. According to Fast Company, job listings on Indeed.com and SimplyHired.com have recently popped up for Hardee’s locations in Georgia, Missouri, and South Carolina—many marked as “urgent”—indicating a rapid push to staff up these newly corporate-owned stores.
“We are pleased to have recently reopened 15 locations in the Georgia, Missouri, and South Carolina markets as Hardee’s corporate restaurants,” a company spokesperson confirmed to Fast Company. “This is part of a broader reopening strategy by which Hardee’s expects to assume ownership and resume operations for more than 40 recently closed locations that were previously independently owned and operated by ARC Burger.”
The reopening of these restaurants signals a significant shift in Hardee’s business strategy. By bringing these locations under direct corporate control, the company is betting on tighter quality assurance and a more unified brand experience—both of which could be crucial as it seeks to rebuild trust with customers who may have been left in the lurch by the closures. The move also positions Hardee’s to respond more nimbly to market trends, such as the growing demand for premium proteins and innovative menu options.
Industry analysts note that Hardee’s timing couldn’t be more critical. The fast-food sector has grown fiercely competitive, with consumers increasingly seeking both value and quality amid economic uncertainty. The return of the prime rib sandwich—and the broader Prime Experience menu—appears to be a calculated effort to stand out by offering something a bit more indulgent and satisfying than the standard fare. With protein content front and center (36 grams in the breakfast burrito, 31 grams in the biscuit), Hardee’s is clearly targeting customers who want their meals to deliver on both taste and nutrition.
At the same time, the addition of playful, fruit-forward treats like the Star-Spangled Biscuit and Triple Berry milkshake demonstrates an understanding that today’s diners crave variety and novelty. By emphasizing real ingredients and made-from-scratch quality, Hardee’s is positioning itself as a fast-food chain that doesn’t cut corners—even as it hustles to regain its footing after a turbulent year.
Whether these efforts will be enough to recapture lost market share remains to be seen. But for now, the return of the prime rib sandwich and the reopening of shuttered stores offer a clear message: Hardee’s is back, and it’s ready to compete for the hearts—and appetites—of American diners once again.