September 27, 2013
BK Offers More ‘Satisfrying’ Experience
WTFF (What The French Fry) is going on at Burger King?
The chain has just introduced a second fry option. Customers now have a choice of BK’s traditional fries or its new Satisfries, a new crinkle cut menu item with 40 percent less fat and 30 percent fewer calories.
"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 on taste," said Alex Macedo, president North America, Burger King Worldwide, said in a statement. "When it comes to what we eat, we know that small changes can have a big impact. We see Satisfries as one of the biggest fast food launches and are excited to bring this great tasting French fry to our guests."
While BK is promoting its new fries as healthier than traditional alternatives, it is not going so far as to suggest the new addition to the menu is a healthy food. The chain credits the lower (not low) fat and calorie counts to a recipe that absorbs less oil.
According to a review by Time, Satisfries look and taste just like BK’s regular fries. The new fries are being made by McCain Foods Ltd., which also makes fries for McDonald’s and Wendy’s, according to The Wall Street Journal.
Discussion Questions
Will Burger King’s new Satisfries be a game changer in the fast food business? Do you expect that BK will eventually replace its traditional fries with Satisfries? Do you approve of this approach to launching the new item?
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I doubt this will have much of an impact. No one goes to Burger King for healthy food. I can’t see someone counting a handful of calories on some fries and then buying a hamburger with nearly 1000 of them. Reminds me of the US Government when they say they are going to cut a few million dollars out of a several trillion dollar budget. Well-meaning but insignificant.
I don’t believe this will be a game changer. Healthy food seekers do not normally see fast food providers as part of their evoked set. However, BK will probably see some small incremental increase in sales by minimizing the ‘veto’ principle, namely, giving the resistant person an opportunity to visit BK.
“We see Satisfries as one of the biggest fast food launches and are excited to bring this great tasting French fry to our guests.” Who is he kidding? French Fries are not made with batter. I don’t know what is in the “recipe” but I don’t think I want to put it in my body.
On the other hand, when it comes to food and health, most of the population is fooled by the promotion. If I am CEO of Burger King, I go with this and promote it to the hilt. CHEMFRIES will be hugely successful.
Maybe this is where we actually adopt the name “Freedom Fries,” because there is nothing in this product that suggests a likeness to Pommes Frites and America is the only place in the world that would invent such a thing.
“We know our guests are hungry for options that are better (for them).”
Mr. Macedo would have been more truthful if he had left off those last two words. The ability to produce quality fries – that practically every other restaurant has mastered years ago – still eludes BK, I’m afraid…and at this point I’ve pretty much given up hope.
Game changer? NO! It may provide a small bump for the chain, but customers are not going to BK for a healthy option. If you want to indulge – indulge.
I don’t think it will replace the traditional fries, it will simply stay on as a healthier option.
The approach is fine as it allows customers to indulge and lower the guilt factor. It’s clearly different than McD’s now offering fruit or veggies.
I’m going to put this to the ‘Me’ test. When we go on road trips we always stop for fast food. It’s almost a treat of sorts and makes up for the long drive.
Our favorite is BK where I opt for the whopper junior as it, believe it or not, contains less than 300 calories if you leave off the mayo. With the addition of this less caloric and less fat fry, I just might get a side now too!
Fast food is trying very hard to offer alternatives and, in my book, that is a winner!
Satisfries is a decade too late and 20 steps behind the competition.
Hey BK, the low-fat train never really made a stop at your station in the first place. Wanna be relevant and a leader today? Try using non-GMO potatoes or humanely raised meat…that’s both a game changer and Millennial friendly….
I tried these. They just seem like standard crinkle fries to me. Oh, it cost $1.29 for the value size of these. Vs. $1.00 posted for value size standard fries.
My order was lukewarm and not crisp, but the lack of grease was also noticeable. I estimate they were at least an hour or two old. The location had traffic so it appears to me sales on these at this location are slow.
This is not a game changer. This is an option. BK customers will have a choice of which fries to purchase. It will not drive more business. It’s simply the same sale with a new option on the menu.
This is not a game changer. People go to BK for “flame broiling.” The fact that these have less fat should prompt BK to replace their fries WITH these – at least it would be something to advertise for a while as a (an) (pseudo-)attraction.
I would have to agree with all the previous comments that the target market for this might be off. People in the market for healthy food do not typically visit fast food chains, and saving a handful of calories on a really high calorie count meal isn’t going to sway them to do so. Those who ARE in the market for fast food are probably not overly concerned with counting calories and are unlikely to switch brands in order to do so. So all together, I would have to agree: not a game changer.
Yes, this will definitely help to boost sales. As rightly mentioned in the article, customers do want healthier options but do not want to compromise on the scrumptious taste of french fries. The acronym for the french fries is also smartly designed and easy to remember. Not sure it will replace the traditional fries but sure to make some waves.