Burger King and McDonald are the top two hamburger restaurants in the world. The competition between them is very intensive so that they should try to find some new ideas to maximize their profits.

Recently, Burger King produced a new product called “Satisfries” which contains 40% less fat and 30% fewer calories than the McDonald’s equivalent. This change looks small but it is actually a dramatic change. In terms of health, fries with low fat and calories are better for everyone’s health. People who always worry about their health may change to eat “Satisfries”, instead of McDonald’s regular fires. In addition, consumers who dislike fries because of its large amount of fat may choose to eat “Satisfries”.

Overall, the new technology of  Burger King gives itself a comparative advantage. As a result, the new product attracts more attentions from more consumer segments and leads to huge profits.

Links:

http://www.bnn.ca/News/2013/10/4/Burger-King-tries-to-fatten-margins-with-skinny-fries.aspx

http://www.usatoday.com/story/money/business/2013/09/24/burger-king-french-fries-satisfries-fast-food-restaurant-industry-mcdonalds/2854243/

http://www.bk.com/en/us/satisfries.html

http://www.businessweek.com/articles/2013-09-24/for-burger-kings-satisfries-healthier-is-a-very-relative-term