News

Burger King's new fries a QSR game changer?

September 24, 2013

Burger King's new "Satisfries" hit the market today, bringing to the QSR space a reduced-fat, reduced-calorie French fry option that features 190 calories, 8 grams of fat and 201 milligrams of sodium.

The crinkle-cut-style fries contain about 40 percent less fat and 30 percent less calories than McDonald's fries, according to a press release.

Alex Macedo, president North American, Burger King Worldwide Inc., called the new option "one of the biggest fast food launches."

Analysts from Seeking Alpha this morning noted that the chain has been behind its competition in adapting its menu with healthier options, but "the low-fat fry could be quite a market changer."

"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," Macedo added.

Satisfries are made with thinly battered real whole potatoes, with a recipe that "ensures the fries absorb less oil," the company said.

According to the New York Times, Burger King spent the past two years working with its supplier McCain Foods to come up with a batter that was "less porous and would therefore absorb less fat in the frying process."

The Satisfries are purposefully crinkled so employees can tell them apart from BK's regular French fries, which will continue to be sold.

The company has recommended that franchisees sell the new fries 20 cents to 30 cents more than the regular fries.

According to a press release, the Satisfries are available in value size for $1.29, small for $1.89, mediaum for $2.09 and large for $2.29 (suggested retail prices).

Marketing campaign #WTFF

To build a buzz around the launch, Burger King kicked off a #WTFF (What the French Fry) campaign Sept. 20. Unbranded, oversized French fry pods with 8-food crinkle-cut fries were installed in high traffic areas in New York City, Los Angeles and Chicago.

Passersby were encouraged to interact with the French fries and take pictures to post on social media using the hashtag #WTFF. Each activation also acted as a free "Wi-Fry" station.

Early reaction on the brand's Facebook page is mixed, with some questioning if the taste has been compromised and others excited about the lower-calorie option.

Burger King's regular fries were revamped less than two years ago. They were previously shoestring and are now from a thicker cut of potato. They contain 20-percent less sodium than the previous fries.

The brand also debuted sweet potato fries last summer, and brought them back for the barbecue menu this year.

Read more about food and beverage launches.