French fries back as USP for QSR’s

For many years you didn’t hear much on french fries from fast food restaurants. And that has hurt the product. If there is no pride invested in the product and if there is no effort to distinguish it from the neighbour’s french fries, quality might slide, the product easily becomes a bulk item and innovation in the category suffers as consequence.

For the reasons of the QSR’s “french fry promo blackout” we can only guess: maybe QSR’s did not want to be associated with the negative publicity related to french fries, maybe they took their french fries for granted or didn’t think their french fries would be worth bragging about, or maybe they just got complacent...

Anyhow, they did not see french fries as a unique selling point (USP).

It’s not that they didn’t change their fries: all QSR chains have removed trans fat from their fries, making their fries healthier. This was mentioned in the press, but it was not heavily “promoted”  

But all that has changed a little over a year ago when Wendy’s announced it’s “first complete redesign” of its french fries, followed by an extended promotion of their new “Natural-Cut Sea Salt French Fries”. Although I must admit that at the time I was one of the skeptics, this relaunch has been highly successful for Wendy’s

Since then, French fries are back in the spotlight as a tool of the major QSR’s to lure customers to their restaurant instead of the one next door. Here are recent examples

Wendy's Wendy’s launched its new french fries in November 2010, the first complete redesign of its classic fries in 41 years. Designed to give a hotter, crispier taste experience with an enhanced potato flavor and texture, Wendy's new fries are offered with the natural "skin-on" cut and seasoned with sea salt.
McDonald's McDonald’s never did a major overhaul of their World Famous Fries. Recently McDonald’s launched a major US contest starring their french fries: consumers are asked WHAT they want their fries WITH... Examples offered “with a maid for my parents“, “an engagement ring on the bottom” etc.. . Well you get it, its all about making an emotional connection with the brand.
Burger King The new fries at BURGER KING® offer restaurant guests a high-quality, perfectly balanced product. A thicker cut of potato gives each bite more fluffy, potato flavor on the inside and crispy, golden-brown deliciousness on the outside.

For Burger King their french fries could even become a critical factor to maintain their position as second largest US burger chain, since Wendy’s, now in third place, is growing its market share and may top Burger King shortly. Consumers in North America can benefit next week (Friday December 16 ) from this fight as Burger King offers their new french fries for free.

The number of french fries sold at QSR’s in the US is in a slow decline for several years now: - 1% in 2010; - 2% in 2009; - 2% in 2008 and - 2% in 2007 (Source: NPD Group).

Whether this renewed attention of QSR’s for french fries can turn the tide remains to be seen.

But there’s more good news for french fries: different style cuts and serving french fries with a range of different sauces (the french fries as an appetizer?) have been tipped as top food trends for 2012.

Enjoy reading

Paul van Eijck