Burger King’s new fries have 150 grams of calories, versus McDonald’s fries with 226 calories.
Burger King has spent the last two years improving the nutritional quality of their food, and has invested time and money in upgrading its menu. Burger King is the number three hamburger chain behind McDonald’s and Wendy’s. Eric Hirschhorn, chief marketing officer for Burger King said, “you have to give people what they want, a lot of people don’t know we have a smoothie called kale, if they do, they don’t want to eat it.”
Burger King has been struggling over the past two years due to new ownership by a private equity group called 3G Capital. 3G Capital have invested time and money in upgrading the menu with choices such as cranberry apple salad and mango smoothies. Burger King has made some of the biggest changes to its menu since opening in 1954.
Eric Hirschhorn, chief marketing officer for Burger King said. “behavior doesn’t change as quickly as attitudes, its easy to put things on a menu and check off the box, however the reality is that nobody buys them.”
Over 100 million customers eat at Burger King each month and 56 million of them order fries. Burger King made minor adjustments offering healthier sweet potato fries, and curly fries however they got a much better response from customers reinventing the fries. French fries served in fast food restaurants are coated with a thin batter that seals flavor, moisture and enhances exterior crunch. Burger King spent the last two years working with McCain Foods to develop a batter less porous and would absorb less fat in the frying process.
The new fries will be served crinkled, as a result, the Burger King staff will be able to differentiate them from the original fries. The meals for children will be no extra charge, however, Burger King is recommending its franchise to add 20 cents to 30 cents for adults ordering the new low-fat French fries.