The campaign, running through September 25, targets My Rewards loyalty members who submit proof of a purchase from a rival or a discarded crown via Instagram direct message. Successful participants receive a code for the Angus Maximus, a 5.7-ounce burger featuring two charbroiled patties, American cheese, and pickles on a brioche bun. According to Burge Diemer, chief marketing officer at Carl’s Jr., the move is intended to prove that quality wins in the current "burger battle" by ensuring items hit the grill only after an order is placed.

This promotional push serves as the flagship launch for the brand's broader "Burger Revolution," which emphasizes temperature and flavor consistency over the speed of pre-cooked holding systems. Priced at $5.99 for a limited time, the Angus Maximus is positioned as a high-value entry point for diners skeptical of standard fast-food practices. The promotion is restricted to the first 100 eligible entries, with valid redemptions available through the company's mobile app until October 27.