— Burger King (@BurgerKing) August 11, 2014
Back in September, Burger King introduced Satisfries, a low-fat version of their French fries. Not even a year later, two-thirds of Burger King restaurants are phasing out the “healthy” alternative. Darren Tristano,EVP of Technomic, a food industry consultancy, tells Today that people are looking for indulgence when they go to Burger King. And even though YouGov BrandIndex found that the BK brand got a bump from the healthy offering, it wasn’t long-term.
One reason the fries didn’t succeed is price. Preparing two different kinds of fries adds costs for the restaurant. But secondly, and probably more importantly, people don’t give a flying fig about eating healthy fries. Bring on the greasy stuff, the ketchup and the mayo because when it comes to fries, it’s no holds barred.
Which isn’t to say that people don’t want fast food chains to offer a healthy alternative. McDonald’s catches heat all the time for being unhealthy, and has added fruit and salads to its menu to answer criticism.
The issue seems to be the menu choice BK made for its attempt at being health-conscious. We’d propose that people aren’t sure a “healthy” French fry is an actual thing.