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There's a new spicy burger at Carl's Jr. and Hardee's today—the Thickburger El Diablo. And it's being marketed as the "hottest burger in fast food."
Created by 72andSunny in Los Angeles, the new burger came out of an assignment to appeal to the large and growing Hispanic market in Carl's Jr.'s core Southwest market, according to Brad Haley, chief marketing officer for CKE Restaurants, parent company of Carl's Jr. and Hardee's.
But the fast-food chain decided the burger could appeal to consumers at its nearly 3,000 locations nationwide, considering 56 percent of American homes have hot sauce in the fridge, according to NPD research.
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