Many companies have been polishing messages about Easter eggs and matzo, but Carl’s Jr. is offering a food item with a bit more buzz, in terms of marketing, anyway.
The fast-food chain announced a special promotion for April 20 (called 4/20 in popular culture), which some recognize as an unofficial marijuana holiday. It will infuse a burger with cannabidiol (CBD), a non-psychoactive hemp derivative that is appearing in many products.
The offering will be available at just one location, in Denver. Recreational pot use is legal in Colorado, and a cannabis marketplace has sprung up there. However, the menu item is grabbing national attention, as the burger chain is the first major fast-food group to use CBD in its food.
Though the promotion is limited, it’s not a stunt. The burger chain is using the test to determine whether a CBD burger belongs on its permanent menu, said Patty Trevino, senior vice president of brand marketing for Carl’s Jr.
“It is something that feels right for the brand,” she told CNN Business. “We are all about innovation.”