Hilton Worldwide Partners with Carl's Jr. for Innovative Queso Crunch Burger Launch
- Paris Hilton collaborates with Carl's Jr. to promote the Queso Crunch Burger through a nostalgic marketing campaign.
- The Queso Crunch Burger reflects Carl's Jr.'s commitment to innovative, indulgent menu options that appeal to modern consumers.
- Influencer partnerships are crucial for Carl's Jr. in bridging traditional marketing with contemporary consumer engagement strategies.
### Culinary Innovation Through Influencer Partnerships: Carl's Jr. Launches Queso Crunch Burger
Carl's Jr. is redefining fast-food creativity with its latest introduction, the Queso Crunch Burger, which features a strategic collaboration with social media influencer Alix Earle and pop culture icon Paris Hilton. Announced on July 14, 2025, this new menu item embodies a unique culinary mash-up aimed at satisfying modern consumer demands for indulgence and flavor. The burger features a 100% all-beef patty that is charbroiled over an open flame, topped with warm, creamy queso, pepper jack cheese, fresh house-made Pico de Gallo, and crunchy seasoned tortilla strips, all served on a toasted bun. This combination not only captures the essence of classic chips and queso but also caters to customers seeking bold flavors and inventive toppings.
Paz Romero, the vice president of brand marketing at Carl's Jr., emphasizes that the Queso Crunch Burger is a direct response to consumer preferences for indulgent menu options. The launch aligns with the brand's ongoing commitment to innovation, as it seeks to stand out in a competitive fast-food landscape. The marketing campaign, dubbed "Kay So?" is designed to capture attention and drive engagement. It features a commercial starring both Earle and Hilton, which cleverly taps into Hilton's nostalgic connection to the brand from her early 2000s appearances. By leveraging the popularity of both influencers, Carl's Jr. aims to create a buzz that resonates with both existing fans and a younger audience eager for unique culinary experiences.
The collaboration highlights the significance of influencer partnerships in modern marketing strategies, especially within the food industry. By aligning with Alix Earle, known for her vibrant social media presence, and reviving Paris Hilton's iconic status, Carl's Jr. positions itself as a forward-thinking brand that understands the intersection of food, pop culture, and consumer engagement. The Queso Crunch Burger, available at participating locations until September 2, 2025, is not just a product launch; it is part of a larger narrative that celebrates bold tastes and creative culinary offerings.
In addition to the burger launch, the "Kay So?" campaign reinforces Carl's Jr.'s identity as a leader in creative fast food. The brand's commitment to innovative flavors caters to an evolving customer base that values both taste and experience. By embracing social media influencers, Carl's Jr. effectively bridges the gap between traditional marketing and contemporary consumer behavior.
The Queso Crunch Burger is more than just a meal; it represents a significant step in how fast-food chains can engage with their audience through innovative marketing and product offerings. As the culinary landscape continues to evolve, brands like Carl's Jr. showcase the power of collaboration in creating memorable dining experiences that resonate with diverse consumer interests.
