Is the Rocky Mountain High Cheeseburger Delight the Future of Fast Food or Just a Sales Gimmick?

A little over a month ago, Carl’s Junior rolled out a CBD infused burger to celebrate the spirit of 420 and to snag the distinction of being the first major food chain to carry a CBD-infused menu item. Is this the future of fast food or was this just a promotional stunt to grab headlines?

What is the Rocky Mountain High Cheeseburger Delight?

The Rocky Mountain High Cheeseburger Delight is a cheeseburger consisting of two beef patties, topped with pickled jalapenos, pepper jack cheese, fries, and CBD-infused Santa Fe Sauce. This trail blazing burger was available at one location only on 4/20 for the price of $4.20.

The fact that a national fast-food chain decided to participate in such a decadent menu offering illustrates just how far opinions on cannabis and hemp related products have shifted in a very short amount of time. Those that support the use of CBD are excited and hopeful that these CBD-infused products will become commonplace on menus across the country. Others believe that this burger is nothing more than a publicity stunt and a novelty purchase since the burger only contains 5mg of CBD.

The decision makers at Carl’s Jr. insist that the Rocky Mountain High Cheeseburger Delight was not a publicity stunt and actually something that has been in the works for years. Patty Trevino, Carl’s Jr. senior vice president of brand marketing hopes that cannabis-infused products will attract younger crowd.

“I was sitting down with our head chef Owen Klein, and we were talking about trends,” said Trevino. “It is something that feels right for our brand,” Trevino concludes. “We are all about innovation.”

The Rise of CBD-Infused Products

While Carl’s Jr. will always hold the distinction of being the first to introduce a cannabis-infused product, the fast food chain is not the only major brand that is looking to offer CBD products. Major national retailers are getting in on the action from a wide variety of different industries to include CVS and Neiman Marcus. Retail sales of CBD products in 2018 were estimated to be as high as $2 billion, according to Cowen & Co. By 2025, CBD sales could reach the $16 billion mark.

As CBD becomes more commonplace, the list of products that carry CBD continues to grow. Nine West just introduced a line of CBD foot creams, oils and soaps while Martha Stewart is working to develop a line of CBD products with a major cannabis producer out of Canada. CVS plans to bring a wide variety of CBD-infused products to more than 800 locations across the United States.