Hardee's — the quick-service restaurant chain known for its charbroiled burgers and hand-breaded chicken tenders — has introduced 'Bubba's Full Throttle Meal.' This limited-edition combo was created in partnership with 23XI Racing and NASCAR driver Bubba Wallace. This collaboration builds on Hardee's return to NASCAR as the Official Quick Service Restaurant of the sport.
The 'Bubba's Full Throttle Meal' is available beginning June 17 through the brand's app and online. The meal features a five-count order of Hardee's signature spicy hand-breaded chicken tenders served with Buffalo ranch dipping sauce, a medium fry, and a medium Coke. In addition to the consumables, the special meal includes an exclusive collectible No. 23 Hardee's die-cast toy car.
The 'Bubba's Full Throttle Meal' is packaged in a bag, which features distinctive artwork by illustrator Stephen Bliss, who is known for his work in auto racing video games.
Image Credit: Hardee's
Key Themes Behind This Trend
- Motorsport Meal Collaborations
- Racing-linked menu drops create space for quick-service brands to turn fandom into limited-time food experiences with built-in media relevance.
- Collectible Combo Merchandise
- Bundled toys and exclusive memorabilia are transforming standard meal deals into scarcity-driven purchases that blend dining with collector culture.
- Artist-designed Packaging
- Illustrated bags and branded visuals can elevate disposable packaging into shareable creative assets that extend campaign value beyond the meal itself.
Where This Applies
- Quick-service Restaurants
- Limited-edition celebrity and sports partnerships are reshaping fast food promotions into event-based commerce with stronger digital ordering potential.
- Motorsports Marketing
- Food collaborations tied to drivers and racing teams offer new sponsorship formats that connect track audiences with everyday consumer purchases.
- Licensed Collectibles
- Exclusive die-cast cars and co-branded merchandise signal opportunities for collectible makers to enter high-frequency retail channels through meal bundles.
