Not So Satisfried: Understanding Why Burger King’s New Satisfries Underwhelm Consumers
In September 2013, Burger King announced the release of a healthier crinkle-cut fry option, which it branded, “Satisfries.” The fast food titan markets Satisfries as containing 30% less fat and 20% fewer calories than its traditional french fries.
The company even teased franchise rebranding as “Fries King.” As a new innovation in the QSR space, Satisfries piqued our interest at Crimson Hexagon. How do consumers perceive this french fry option? What are the major factors contributing to positive and negative experiences with Satisfries?
