Burger King, based in Miami, is the second-largest fast food hamburger chain in the world with locations in 80 countries. Recently, Burger King launched their new product, fries with lower calories and some fat. Compare with Burger King’s biggest competitor McDonald’s fries, the new fries has 40% less fat and 30% fewer calories. By working with the one third of all frozen French fries supplier in the world, the new fries were developed. In addition, according to Burger King, McCain can’t sell the fries to other fast-food clients.

This new launched fries may lead a huge increase in Burger King’s profits. The reason is that for fast food companies, selling fries generates huge profits since there is usually a huge difference between the cost of purchasing frozen fries and the price of fries. The increasing sales of the new launched fries make this outcome better. Moreover, the new fries help Burger King to attract more customers. They deal with the growing concern of obesity and health issue. Burger King also names the new launched fries differently in different regions, for example, in English-speaking Canada, the fries are called Gratifries while in Quebec, they are called Magnifrites. As Burger King North America president Alex Macedo explained, using different name because they tested better with consumers. These all increase competiveness of Burger King when compete with its major competitor McDonald.

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