Burger King introduced Satisfries in 2013 as a lower-fat, lower-calorie alternative to traditional french fries. Satisfries contained 40% less fat and 30% less calories than regular fries. However, Satisfries failed to catch on with customers. One reason is that fast food chains are perceived as generally unhealthy. Additionally, Americans have been consuming fewer potatoes in recent years. Burger King also did a poor job convincing people that Satisfries were a healthier option. While Burger King has shown some growth recently through new menu items, changing public perception of the brand remains difficult since it is still seen as an unhealthy option.

1. SATTISFRIES
Burger King
Presented By:
Ayush Shandilya

2. What are
Sattisfries?

3. Sattisfries
• In 2013, Burger King introduced a new menu item to the
US market called Satisfries.
• The product was an alternative to their traditional
french fries which contained 40% less fat and 30% less
calories.
• A small serving of Satisfries contains 270 calories and
11 grams of fat, while the conventional version has 340
calories and 15 grams of fat.
1

4. Why
sattisfries
Failed?

5. Why Sattisfries Failed?
2
• Traditional burger-and-fries chains have struggled due to the perception that they offer less healthy food than fast-casual options
like Chipotle.
• Satisfries may also have been a victim of bad timing, as they were released at a time when Americans are consuming less potatoes,
according to The Wall Street Journal.
• Potatoes have lost favor as Americans have focused more on their carbohydrate consumption. It's an unfair rap -- they can be a
healthy food, depending upon preparation. A medium plain fresh russet potato has about 168 calories, 37 grams of carbohydrates,
virtually no sodium or fat, and plenty of potassium and vitamin C, according to the USDA.
• Burger King failed with Satisfries because it did a bad job convincing the public that they were a healthier choice. Satisfries were a
better choice than regular fries, but the public took that in the same way it sees a medium milkshake as a better choice than a large.
Both are bad, and if you're avoiding such things, both are to be avoided.

6. What things
Burger King can
Do now.

7. What things Burger King can Do now.
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• Burger King has actually shown growth in North America for the last two quarters. In the second quarter, the company gained .4% in the
United States and Canada.
• The failure of Satisfries is a blow, but innovating and offering unique menu items -- like its Bacon Sundae and expanded drink offerings -- have
worked so far, albeit slowly. It's very difficult to change public perception of your brand, and people are unlikely to see Burger King as a
healthy option even if it offers healthier choices.
• Satisfries failed, but Chicken Fries, which are chicken strips that look like fries, are being brought back this week due to what the company
described as public demand. It only takes a couple of hot products to reignite a brand and bring customers through the door.
• Burger King failed with healthier french fries, but it should keep pushing the limits looking for new items that click with the fast-food public.

8. Thank
you