The Chain That Launched A CBD Infused Burger
In the US, on 20th April, they celebrate an unofficial National Weed Day and in what was a brilliant PR generating gimmick, fast food chain Carl’s Jr became the first restaurant of its kind to offer a CBD infused burger with its aptly named ‘Rocky Mountain High: Cheese Burger Delight.’
The burger included its signature ‘Santa Fe’ sauce infused with hemp-based CBD was available at one of its branch locations in Denver, Colorado - Colorado being one of the first US states to fully legalise both medical and recreational marijuana - for one day only. Not surprisingly, it was an immediate sell-out and by 9am they’d already sold 274 of the Special Edition burger.
“The new Rocky Mountain High: CheeseBurger Delight ties back to our core strategy of being the first to bring bold and unexpected flavors that are at the forefront of hot restaurant trends to a quick service menu,” said Patty Trevino, Senior Vice President, Brand Marketing at Carl’s Jr. “From our early introduction into plant-based options to bringing the rare indulgence of truffles to our menu with the new Bacon Truffle Angus Burger*, our customers have come to expect innovative and unique menu offerings, and we’re thrilled to be the first quick service restaurant to be testing CBD infused options.”
It was a gutsy move on the part of Carl’s Jr as although most CBD products became legal under federal law after the passing of the 2018 Farm Bill, the Food and Drug Administration prohibits adding CBD to food and drinks because it is an active ingredient in an FDA-approved drug. But with the relentless march of CBD into the mainstream and professional chefs in the US naming CBD and cannabis infused food as the top food trend in 2019 in a recent survey,* the regulator is due for its first public hearing on legalising CBD in food and drinks on May 31st.
If the law is relaxed we imagine Carl’s Jr will be dusting off the recipe for their CBD-infused burger and making it a permanent feature of their menu.
*National Restaurant Association and the American Culinary Federation survey