Struggling Carl Jr’s starts up new promotion that rewards customers for driving past its rival

Carl’s Jr. is boxing out rival Jack in the Box with a promotion that rewards customers for driving past it and choosing a different burger stop.

Through June 30, Carl’s Jr. is offering a free Sourdough Star sandwich to members of its rewards program who submit proof that they passed a Jack in the Box location without stopping. The sandwich, which recently returned to Carl’s Jr. menus, features a charbroiled beef patty, cherrywood bacon, grilled onions, American cheese, lettuce, tomato and mayonnaise.

To get a free Sourdough Star, participants must upload a screenshot of their GPS route from a road trip showing they drove past the rival restaurant and kept going. Eligible submissions will see their free sandwich in the Carl’s Jr. app, with the offer redeemable through July 7.

“When hunger strikes on a road trip, it's tempting to pull over at the first burger joint you see,” Paz Romero, vice president of brand marketing at Carl’s Jr., said in a statement. “This summer, we know our loyal fans and new customers are bound to drive by a Carl’s Jr., so we want to reward them for stopping at the best burger option on the road.”

The playful promotion comes months after a major Carl’s Jr. franchisee operating 65 California locations filed for Chapter 11 bankruptcy protection.

Times have also been challenging for Jack in the Box. In April 2025, the company announced plans to close 150 to 200 restaurants, with about 80 to 120 expected to shut down by the end of 2025 and the rest closing later as franchise agreements expire.

At the time, CEO Lance Tucker said the strategy was aimed at strengthening the company’s finances by improving cash flow, reducing debt, and continuing investments in technology and restaurant upgrades. The plan also included closing underperforming locations and simplifying the company’s overall business model and investor strategy.