U.S.A’s third leading fast food restaurant, Burger king is moving towards a low cost focus strategy by offering reduced fat and calories French fries. After reading a classmate’s blog post on burger king’s healthy approach as a fast food restaurant, I can’t help but to agree on her analysis she drew on the strategies Burger King used.
To begin with the name “Satisfries”, it definitely drew a lot of attention using one of the techniques in brand positioning- avoiding the free ride trap. This creates a creative way of positioning themselves into consumers’ mind by being the first fast food restaurant to offer healthy food with convenience.
https://www.youtube.com/watch?v=9Gh8-9v19U4
Besides the agreement I drew upon her analysis, through another article I came across, I would like to add on that there seem to be doubts of making “Satisfries” a permanent product. A study of fast food chains have found that the number of fries serving “dropped from 1.9% from 2006 to 2011” (Bloomberg Businessweek) as consumers seek for healthier options. Therefore, it is possible that introducing reduced-fat ones aren’t going to “turn around the business” but only improve the image of the company, which is “an uncommon goal” in the fast food business these days. However I have to disagree with this point as I believe improving the image of the company means enhancing the value proposition and customer relationships, which revenue is largely dependent on so, there is a possibility of turning the business around for Burger Kings.
So, can “Satisfries” satisfy the BurgerKing’s consumer in the long run?
Sources:
https://blogs.ubc.ca/danicallaneta/2013/10/06/the-king-of-burgers-and-of-healthy-options/