Burger King's French Fry Frenzy: What's Working and What's Not

Strategic Insights -

Marketing executives are stunned by the unexpected rise in french fry sales for both Burger King and McDonald's, despite Burger King's aggressive advertising campaign. The fast-food chains have been locked in a three-month war of words over whose products taste best, with Burger King promoting its new, reformulated french fry. However, McDonald's has benefited from the spotlight, with sales of its fries up close to 10 percent in December compared to last year.

Key Takeaways:

  • Burger King spent tens of millions of dollars on advertising in December to promote its new fries, but sales of McDonald's fries were still up by 10 percent in the same month.
  • McDonald's benefited from the french fry spotlight Burger King created, with consumers seeking out the best option.
  • Burger King's campaign, which included a "Taste the french fry that beat McDonald's" tagline, may have increased sales of its own fries, but also piqued the interest of consumers to try McDonald's fries.
  • Peter Krivkovich, head of ad firm Cramer-Krasselt, warned that attacking a category leader can encourage existing customers to try both products, potentially leading to increased sales for the competitor as well.
  • Burger King stands by its ad campaign, citing increased sales of its own fries and 15 million packs of free fries handed out on January 2.

Statistics:

  • French fry sales were up close to 10 percent for McDonald's in December compared to last year.
  • Burger King spent tens of millions of dollars on advertising for its new fries in December.
  • 15 million packs of free Burger King fries were handed out on January 2.
  • 57 percent of consumers preferred Burger King's new fries over McDonald's in a taste test (according to Burger King's advertising campaign).
  • 35 percent of consumers preferred McDonald's fries in a taste test (according to Burger King's advertising campaign).

Sources:

  • "Fast Food Frenzy" by unidentified author (exact date not provided) - cited in the original text.
  • Statement by Chuck Ebeling, McDonald's spokesman, regarding french fry sales (exact date not provided) - cited in the original text.
  • Interview with Peter Krivkovich, head of ad firm Cramer-Krasselt (exact date not provided) - cited in the original text.
  • Ad campaign by Burger King, including a taste test result of 57 percent to 35 percent (exact date not provided) - cited in the original text.