Ontario will soon be treated to Carl’s Jr.’s charbroiled Thickburgers and maybe — if sales take off — its infamous TV ads.

The restaurant chain’s expansion into the province, part of parent company CKE Restaurant Holdings’ international growth plans, would see 30 restaurants pop up across the province over the next six years, including one opening in Toronto by the end of the year.

The American burger company, known for its large gourmet beef burgers, has more than 3,000 company-owned and franchisee locations in 30 countries, predominantly in the U.S.

The company’s advertisements are perhaps as well-known as its food. Over the years, they have featured a slew of models and celebrities, including Katherine Webb, Paris Hilton and Kim Kardashian, eating burgers and sandwiches in a sexualized manner everywhere from the beach to a football game to a drive-in movie theatre.

The company, which already has locations in western Canada, has “always had our eye on Ontario and Toronto,” said Ned Lyerly, vice-president international of Carpinteria, Calif.-based CKE.

But whether the ads will follow the restaurants here will depend on market presence. Initial advertising will come via public relations and digital venues, a spokesperson said.

Lyerly said the company is interested in the Toronto “specifically because it’s such a flagship market opportunity.”

It’s also a crowded one.

Tim Horton’s takes 28 per cent — almost a third — of all restaurant traffic; Harvey’s, Wendy’s and Burger King are already firmly established as relatively cheap burger options, as is McDonald’s, which produces new menu options every couple of months.

“They really need to have a strong key difference to make any inroads,” said Robert Carter, executive director, food service at NPD Group Canada.

While Canada’s restaurant industry has been relatively stable over the past few years compared to the United States, Carter said the expansion comes at a time when competitors have “really stepped up their game” and in a city where restaurant-goers have wide-ranging tastes.

“They need to focus on (a change in business model) to open that door,” he said, “to do something to stand out from the crowd.”

The concern doesn’t faze Lyerly, who said the company’s Canadian expansion has been going well.

“We’re not afraid of competition; we stay focused on what we do best,” he said. “We already operate in some of the most competitive burger markets in the world,” he added, speaking specifically about Los Angeles.

The planned Ontario locations, which would be spread across the GTA, Hamilton, Brantford and London, will be operated by Toronto-based 6Points Food Services Ltd.

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“We have a product offer and a service mode that really is unparalleled,” Lyerly said. “We’re going to focus on our unique points of difference and leverage those. I think customers will understand the difference.”

The first Carl’s Jr. is set to open in Toronto by the end of the year. It’ll offer a “gourmet” alternative, Lyerly said, to existing burgers restaurants.