Burger King Tries New Fries

648 Words3 Pages
Marketing Concepts/Consumer Behavior Marketing Assignment 2 Burger King Tries New Fries Article Summary In an effort to appeal to customers that have cut back on french fry consumption, Burger King has released a new version of its french fries called Satsisfries. Satisfries are being marketed as having 30% fewer calories and 40% less fat than fast-food rival McDonald’s. With its new product, Burger King hopes to peak the interest of consumers who enjoy fries but are cutting back due to health concerns. Analysis Over the past several years, many fast-food chains have made an effort to revamp their menus to include healthier choices for consumers. Items such as salads and smoothies have crept onto menus alongside burgers and fries. Burger King, while a little late in introducing healthy options, is no exception to this trend. Over the past two years, they have launched salads, wraps, smoothies, sweet potato fries, and even oatmeal in an attempt to appeal to consumer’s tastes. In a New York Times article, Burger King Chief Marketing Officer stated that it is easy to put healthy items on the menu however, getting people to buy them is another issue. In a statement released last week, Alex Macedo, Burger King’s President in North America, said, “one out of every two Burger King guests, orders our classic French fries and we know our guests are hungry for options that are better for them, but don’t want to compromise taste.” Taking a slightly different approach this time around, Burger King’s Satisfries are an endeavor which seeks to give consumers the taste they want with a healthier delivery. As a result, the chain has developed a crinkled fry with a crispy outside and fluffy inside that is designed to absorb less oil than others in the fast-food industry. Marketing Relavance The success or failure of Burger King’s Satisfries hinges heavily

More about Burger King Tries New Fries

Open Document