Although launching healthier menu options is good for the image of a fast-food restaurant, many of these efforts often result in failure. In Brad Tuttle’s article, we see the example of Burger King’s unsuccessful attempt at creating a healthy fry called “Satisfries”.

Satisfries contained 30% fewer calories and 40% less fat than their original fry, which is respectably healthier than most fries on the market. But, what Burger King failed to evaluate correctly is the functional job fries accomplish for consumers. Referring to the value proposition canvas, one must ask themselves why one goes to Burger King. I think it’s fair to say that the majority of people that go to fast-food restaurants aren’t overly concerned with calories. Hence, we can say that “the job to be done” for fries is not to be a healthy snack, rather it is to feed a craving. Therefore, Burger King targeting health factors of their fries seems almost counterintuitive and deficient. fast-food consumers don’t value the calorie-count of the fries as much as they value the satisfaction they offer. 

Furthermore, it’s very difficult for fast-food chains to target the segment of the market concerned with nutrition. Even if a company like Burger King were to come out with a really healthy menu, they’d be faced with the challenge of erasing the stigma surrounding their restaurant. The perception on fast-food joints like Burger King is another reason why attempts at creating calorie-causious items usually fail.

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