Hardee's is bringing prime rib to its menu for breakfast, lunch and dinner with The Prime Experience, a limited-time lineup that goes live on April 15, 2026. The chain said the menu includes the Prime Rib Burger, Prime Rib Breakfast Burrito and Prime Rib Biscuit.
The Prime Rib Burger anchors the all-day rollout with a 100% Angus beef patty topped with prime rib dipped in signature au jus, garlic cheddar sauce and grilled onions, all served on a toasted brioche-style bun. For a limited time, My Rewards members can buy the burger for $5.99 when they order through the Hardee's app.
Sarah Breymaier said the focus of the launch is less about novelty than execution, calling the technique and quality the star of the lineup. She said Hardee's had taken one of the most iconic cuts of beef and reimagined it across the menu, from the slow-simmered au jus to the toasted brioche bun, to create a premium experience at any time of day.
The Prime Experience is a limited-time menu launch, not a permanent change, but it is built to cover the full day in a way that fits Hardee's broader breakfast, lunch and dinner business. That makes the promotion both a product test and a sales pitch: if the chain can make prime rib feel familiar in a biscuit, burrito and burger, it may have found a way to stretch a premium ingredient farther than a single sandwich.
The question now is how customers respond once the novelty wears off. A one-day taste test can create buzz, but keeping attention on prime rib across three meal periods will depend on whether the menu feels like a special occasion or just another short-lived promotion.