Food & Beverages

Failure: Burger King Satisfries; The challenges of selling health in an unhealthy category

  • CAN365771
  • 17 Pages
  • December 2015
  • Food & Beverages
Summary
Fast-food restaurants face pressure to respond to the health trend exerting so much influence on consumer attitudes and purchase behaviors. However, this poses a particular challenge for that foodservice channel with its close association with convenient, but generally unhealthy, products. This has led the big names to experiment in various ways with offering consumers alternatives on their menus that attempt to bridge the gap between convenience and health, with varying levels of success.

Key Findings
- What consumers say and what they actually do are not always the same. Convincing people that they should eat healthier food and actually getting them to eat it are two different things. In the fast food context, consumers are looking for certain experiences and to meet certain needs that are often not aligned with health.

- Consumers are generally unlikely to perceive French fries to be a healthy product, no matter what demonstrable claims are made. Furthermore, Burger King gave consumers a choice where selecting regular fries made more financial sense or simply not buying fries was the truly healthy option.

- Burger King did not provide, through marketing or instore, an effective explanation to consumers of exactly how Satisfries were healthier that normal fries. The headline figures were presented prominently (40% less fat, 30% less calories), but no explanation was included of exactly how this was achieved.

Synopsis
- This case study is part of Canadeans Successes and Failures research. It examines the details of and reasons behind the failure of Burger Kings Satisfries, the businesss reduced-calorie French fries product.

- It delivers the critical what?, why? and so what? analysis to teach you crucial lessons that increase your chances of launching successful products.

ReasonsToBuy
- Use Canadeans selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

- Access valuable strategic take-outs to help direct future decision-making and inform new product development.
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