Burger King seeks to expand its royal court by adding lower-fat French fries as one of its newest crown jewels. The United States’ food industry is trying to lobby for healthier foods to try to reduce the astounding number of the one-third of Americans who are obese, and Burger King, the U.S.A’s third leading fast food chain, is trying to be a leader in the American fast food chain by jumping on this healthy food initiative. Their new “Satisfries” have 270 calories and 11 grams of fat, compared to their regular, 340 calories and 15 grams of fat, fries. This new product rivals the leading food chain, McDonald’s, famous fries by having 40 percent less fat and 30 percent fewer calories. With so many benefits, why wouldn’t you choose this healthier option?
Using the low cost focus strategy, it’s only 30 cents more expensive than the regular fries’ price, at $1.89. The new product’s narrow target market focuses on those citizens who aim to improve their eating habits while also maintaining the key aspect of convenience. Their use of this strategy also utilizes their loyal customer base who will continue to take advantage of burger king’s deals while also being grateful for this refreshing new addition to their menu. By using the unique and appropriate name of “satisfries”, burger king avoids the free-ride trap, by creating a new position in consumer’s minds by using a new name for their product, that effectively ties in with their innovative method of getting into the mind of the customer by being a leader and associating themselves as the first fast food chain to offer low fat fries.
Satisfries Advertisement:
https://www.youtube.com/watch?v=ajesfE2ZGDY
But one can’t help but wonder, can fast food really be healthy? Although these low fat fries are a great stepping-stone towards a healthier society, they are still no substitute for the traditional fresh greens. Nevertheless, Burger King’s crafty approach to correlate themselves as a healthier fast food option is an intelligent way to truly make them king in an industry that is constantly attempting to evolve into a consumer-health concerned market.
Want to know more? Watch this video!
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Sources:
http://www.reuters.com/article/2013/09/24/us-burgerking-fries-idUSBRE98N09X20130924
http://www.forbes.com/pictures/eglg45fkdjj/6-burger-king/