The Burger King Is Dead. Long Live … Fries King?

Fast feeder pulls fast one with limited-time "name change" promotion

Published in CSP Daily News

MIAMI -- In a tongue-in-cheek-filled-with-fries press release headlined "Not Sure If You've Noticed, But We're Really Into Fries Lately; Burger King Is Now Fries King," Burger King Worldwide Inc. announced that it will be changing its name to Fries King for a limited time only in celebration of its new crinkle-cut Satisfries,

To show the brand's commitment to being the preferred quick-service restaurant (QSR) for fries, select Burger King restaurants will be operating as Fries King restaurants in Los Angeles, Chicago and Miami, the chain said.

Known for the Whopper sandwich, the restaurants will continue to serve Burger King menu items. Additionally, the Burger King website and social channels have all incorporated the Fries King logo (and "Formerly Burger King") to support the experiential activation. Exclusive Fries King content will be available on www.facebook.com/BurgerKing.

Burger King has also partnered with iconic co-designers Dana Veraldi and Kevin Tekinel of DeerDana to create a limited-edition Fries King t-shirt sold exclusively at American Two Shot in New York with proceeds benefiting the Burger King McLamore Foundation. The shirt features the Fries King logo and adage, "Happier than a bird with a French fry."

Follow the Fries King conversation at #FriesKing, @BurgerKing, #Satisfried and #WTFF.

The chain recently took a broiling in social and traditional media for using a hashtag already in use with a less-wholesome purpose.

The new Satisfries have 40% less fat (11.2 g vs. 6.3 g per 70 g serving) and 30% fewer calories (226.8 calories vs. 150.5 calories per 70 g serving) than McDonald's fries, the company said.

"There are a few downsides to this. First, it implies the burgers are probably not very good. And second, it confuses people," he says

As for this current campaign, "There are a few downsides," said Tim Nudd of AdWeek. "First, it implies the burgers are probably not very good. And second, it confuses people."

Founded in 1954, Burger King s the second largest fast food hamburger chain in the world. Its system operates in more than 13,000 locations serving more than 11 million guests daily in 89 countries and territories worldwide. Approximately 99% of restaurants are owned and operated by independent franchisees.

Keywords: 
QSR