A new product from Burger King “Satisfries” — the healthier substitution for regular French Fries. According to what Maureen Storey, president and CEO of the Alliance for Potato Research & Education, “per capita consumption [of potato] has declined over the years, prompting efforts to make [fries] healthier and easier to market. But “it’s actually not an easy thing to do to because consumers want the same taste and the same texture.” Nowadays, consumers are more concerned about their health issues such as obesity. They wanted to eat a hamburger that has no steroids and hormones in it. Burger King strategically grasp what consumer wants, the “Satisfries” has 40% less fat, 30% less calories than McDonald’s while not compromising its taste. Burger King North America president Alex Macedo has indicated that people are not willing to change their routine of eating what they used to eat, so definitely a new product such as veggie burger won’t be as good as “Satisfries”. Not surprisingly, Burger King’s stock market had some “fat returns” with “skinny fries”, the shares increased for 18% in 2013 so far. Value proposition and the customer segmentation have placed a significant impact on the success of Burger King, and gaining a “fat returns” for the company.

Source:

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

http://www.miamiherald.com/2013/10/07/3676111/bks-new-fries-fail-to-satisfy.html