Hardee’s has launched the Gold Star Wraptor, a limited-time addition to its Wraptor range, across the UAE, Saudi Arabia, Kuwait, Qatar, Oman and Bahrain, as the fast-food chain seeks to strengthen its position in the region’s wrap category.
The new offering combines hand-breaded chicken, melted cheddar, fresh lettuce and a grilled tortilla with Gold Star Sauce, a sweet and smoky signature sauce that Hardee’s says is the defining feature of the product.
The launch is built around the brand’s attempt to position value as more than a low-price proposition. Hardee’s is targeting Gen Z consumers with a campaign built around the creative motto “Drip Different”, moving away from conventional product-and-price messaging.
“We wanted to show that value does not have to mean compromise. With Gold Star Wraptor, we are showing that an accessible offering can still look, feel and genuinely taste high quality,” said Fahim Hemchaoui, Regional Marketing Director at Hardee’s Middle East.
“And because being average was never the plan, we wanted to communicate that idea in a way that felt relevant to Gen Z. That is where ‘Drip Different’ came in,” he added.
The Gold Star Wraptor builds on the original Wraptor, which Hardee’s introduced three years ago as a value-focused product designed around quality.
According to Görkem Akyavuz, Senior Regional Marketing Manager at Hardee’s Middle East, the new sauce is central to the latest product.
“Gold Star Sauce is really what makes this product stand out. It is the heart of the Wraptor and gives us something genuinely distinctive to bring to consumers,” Akyavuz said.
He said early sales and customer feedback had been positive, adding that the brand wanted to make value “exciting” rather than something consumers chose simply because it was the lower-priced option.
The launch comes as Hardee’s continues to build its Wraptor range and compete for greater share of the wrap category across its Middle East markets.
The Gold Star Wraptor is available for a limited time across the UAE, Saudi Arabia, Kuwait, Qatar, Oman and Bahrain.
