Satisfries, Gratifries, Magnifrites: Why the different names?

 

Burger King’s marketing department has done extensive research and analysis to come down with a different name for their new recipe. In America, they are commercialized as Satisfries. However, in Canada, it is called Gratifries in the English-speaking regions and Magnifrites in Quebec. So why did they create so many names?

Psychology plays a huge role in marketing (which is why many business students take PYSC courses). The way different people from various cultures respond to words makes a difference in the feeling they receive from the menu item. Although the names can cause confusion to those traveling, it gives them a sense of familiarity. What do these three names make you feel? Which one is the most attractive?

 

Spark’s Idea: Fair trade Fast Food

“Out of every $1.50 spent on a large order of fries at a fast food restaurant, perhaps 2 cents goes to the farmer who grew the potatoes.”

This sentence in the article reminded me of the ethics class we received in COMM 101.

Is it fair for companies to pay their suppliers such a small portion because of their market power? Large corporations, with their buyer power over suppliers, are forcing suppliers to lower their prices. If not, they may even threaten to change sources, causing a stress on the supplier. Due to the exploitation of these incidents, more and more people are realizing the importance of fair-trade products. Maybe a fast-food company will cleverly design a way to make fair-trade their advantage, marketing to a different segment of people. This can positively contribute to their Corporate Social Responsibility and build brand image.

You can watch an interview with the Burger King North America president, Alex Macedo, here, as well as the news article: http://www.bnn.ca/News/2013/10/4/Burger-King-tries-to-fatten-margins-with-skinny-fries.aspx