Franklin, Tenn. — Hardee’s is marking Valentine’s Day with the return of its heart-shaped biscuits and the launch of a new iced coffee line, combining a seasonal breakfast promotion with a permanent expansion of its beverage menu. The limited-time biscuit offering runs through Feb. 15, while the iced coffee becomes a year-round menu item at participating locations nationwide, according to an announcement from CKE Restaurants Holdings.
The promotion applies to Hardee’s Made from Scratch biscuits and breakfast sandwiches, which will be shaped into hearts for the holiday period. The company said the initiative builds on its long-standing emphasis on hand-prepared breakfast items and visual presentation tied to special occasions.
At the same time, Hardee’s is introducing iced coffee in 16-ounce and 24-ounce sizes, available in caramel and vanilla flavors. The drinks are brewed from 100% Arabica coffee beans and will remain on the menu beyond the Valentine’s Day window.
Seasonal biscuits meet permanent beverage expansion
Company executives said the dual launch is designed to link a familiar, limited-time food format with a beverage category that continues to grow across quick-service restaurants.
According to Sarah Breymaier, vice president of brand marketing at Hardee’s, the heart-shaped biscuits are meant to reinforce the brand’s focus on hand-crafted preparation. She said the promotion highlights the daily work of in-store biscuit bakers. She also noted that the offering serves as a visual way to strengthen customer connections during a seasonal period.
The iced coffee rollout reflects a broader push within the fast-food sector to compete more directly in the cold coffee and specialty beverage market. Industry data shows that iced and flavored coffee drinks are driving increased breakfast traffic. They are also contributing to higher average check sizes. This trend is especially strong among younger consumers.
Industry context: holiday promotions and beverage competition
By pairing the beverage launch with a holiday-themed promotion, Hardee’s is drawing attention to a permanent menu addition. At the same time, the company is relying on an established product—its Made from Scratch biscuits- to anchor the campaign. Unlike limited-time flavor launches, the heart-shaped format allows Hardee’s to refresh its breakfast lineup. This approach does not require changes to ingredients or core supply chains.
Hardee’s operates approximately 1,600 restaurants in the United States. The brand is part of CKE Restaurants Holdings, which also owns Carl’s Jr. The company noted that availability may vary by location. This depends on franchise participation.
The Valentine’s Day initiative reflects a broader industry trend. Many restaurant brands are using seasonal packaging and presentation to reintroduce existing menu items. This strategy helps minimize operational risk while generating renewed consumer interest. At the same time, beverage innovation has become a more competitive focus for quick-service chains. These brands are seeking growth beyond traditional hot coffee offerings.
Why it matters
Hardee’s approach reflects two major trends in foodservice and CPG-adjacent marketing: seasonal nostalgia-driven promotions and beverage portfolio expansion. Holiday-themed formats such as heart-shaped biscuits allow brands to create urgency and visibility without overhauling recipes or production processes. Meanwhile, the permanent introduction of iced coffee signals continued investment in categories with higher margins and strong growth potential.
Together, the initiatives show how restaurant brands are using limited-time presentations to spotlight longer-term menu strategies, blending short-term engagement with sustained product development.
What’s New
From Sweet Treats to Serious Protein If those heart-shaped biscuits satisfied your sweet tooth for Valentine’s Day, you might be ready for something a little more substantial to kickstart your morning routine. Hardee’s is following up its affectionate breakfast treats with a massive, meat-on-meat menu drop. Swapping out the buttermilk biscuits for toasted sourdough, the brand has introduced a 42-gram protein breakfast behemoth and brought back a fan-favorite BBQ lunch sandwich. Read all about these hearty new options in our review of the Hardee’s Frisco Lineup: Breakfast Burger & BBQ Pork.
Editor’s note: Source86 perspective
For food manufacturers and private label brands, Hardee’s Valentine’s Day promotion highlights the value of combining seasonal concepts with permanent menu innovation. Limited-time formats allow brands to refresh existing SKUs. They also help maintain stable ingredient sourcing and production processes. This makes seasonal programs an efficient tool for driving consumer attention and encouraging trial.
At Source86, we support food and beverage brands with bulk ingredient sourcing and R&D collaboration. We also work with co-manufacturing partners to ensure consistent production standards. Our approach emphasizes transparency and reliability across the supply chain.
Whether brands are preparing for seasonal demand or launching a new beverage line, strong supplier networks and FSQA oversight play a critical role in maintaining quality and supporting long-term scalability. Let’s talk.
FAQs
The heart-shaped biscuits are offered for a limited time through Feb. 15 at participating Hardee’s locations.
Hardee’s iced coffee is available in caramel and vanilla flavors, made with 100% Arabica coffee beans, in 16-ounce and 24-ounce sizes.
No. The iced coffee is a permanent addition to Hardee’s beverage menu, unlike the seasonal heart-shaped biscuits.
External source: Scratch Made with Love: Hardee’s® Heart Shaped Biscuits Return for Valentine’s Day with New Iced Coffee
