A case study on Burger King

In the fast-food burgers business, french fries are perhaps more important than the burgers

themselves. System-wide, Burger King sells 56 million orders of french fries every monthone

order of fries for every two customers. But nothing is exempt from the impact of marketing

environment forces. As health trends drove some companies to cut back on fatty foods, Burger

King saw its french fry sales dip. So Burger King decided to let people have their fries and eat

them to. To bring health-conscious customers back to the counter, Burger King introduced

Satisfriesfrench fries with 30 percent less fat and 20 percent fewer calories than its regular fries.

In a product category that has seen little if any innovation,

Satisfries could be a big game changer. Still, reduced fat and calories may not be enough to make

a difference to health-food lovers. And at .3 dollar to .4 dollar more per item, Satisfries may end

up as little more than a fry fiasco (French fries-their regular item).

a. Considering marketing environment forces, describe how Burger King went about

developing its new Satisfries. [5]

b. With Satisfries, has Burger King truly created customer value, or is it just chasing trends?

Explain. [5]