Chicken Fries return to Burger King thanks to social media push. What's a chicken fry?
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Scott Hume Burgerbusiness.com
Any lingering doubts about social media鈥檚 influence on QSR menu development are dispelled by Burger King鈥檚 revival of Chicken Fries.
Introduced in 2005 and dropped from the menu in 2012, Chicken Fries have been a social-media topic ever since, according to Burger King CMO-North America Eric Hirschhorn. 鈥淟iterally from the day Chicken Fries left the menu there has been an incredible outcry on social media to bring them back,鈥� he said.
But a post in January 2014 on Buzzfeed,聽聽that included Chicken Fries 鈥渞eally lit the fire鈥� under the chain鈥檚 determination to bring the item back. Hirschhorn called it an example of how it has 鈥渓everaged social-media listening.鈥�
Chicken Fries return as the same product鈥斺�渨hite meat chicken coated in a light crispy breading seasoned with savory spices and herbs鈥� and shaped like fries鈥攂ut the packaging is different although still sized to fit car cupholders.
In line with Burger King鈥檚 determination to keep operations and menu as simple as possible, Chicken Fries return only as a 9-piece pack for $2.89. The 6- and 12-piece options have been dropped because most consumers bought the 9-piece size, Hirschhorn said.
Marketing for the product will be almost entirely via social-media channels. The exception is that Burger King will air original TV spots from the 2005 launch only on Thursdays in a nod to the popular 鈥淭hrowback Thursday鈥� fad on, yes, social media. Additionally, Burger King has teamed with eBay for a fan page through which Chicken Fries fanatics can buy a variety of apparel and accessories. The聽聽will go live on August 12. Profits from the merchandise go to the chain鈥檚 McLamore Foundation.
Chicken Fries are scheduled to be on the menu for three months, 鈥渂ut there鈥檚 so much demand, they may not last that long,鈥� said Hirschhorn.
