Fixing Burger King

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Small Fries - Burger King

What is "Burger King"? Burger King is a globally recognized fast-food restaurant chain, known primarily for its hamburgers. Burger King specializes in flame-broiled hamburgers, with their signature item being the "Whopper." This flame-broiling technique is a key distinguishing factor for their burgers. It's a multinational chain with thousands of locations worldwide, spanning across numerous countries. Burger King is known for their focus on customizable orders, allowing customers to personalize their meals.

Once upon a time, Burger King was just as popular as McDonald's. According to Mashed, in their article Fast Food Fries Ranked From Worst To Best, According To Customers, published November 2024, Burger King has the third best fries in the United States, behind Del Taco (2) and McDonald's (1). Gemini has a different opinion, saying that Burger King's fries are generally reviewed by customers as decent with mixed opinions. According to Gemini, customers argue that the thickness of the fries can be too much or undercooked at times, compared to McDonald's shoestring fries.

I believe that in order for Burger King to re-emerge as one of the nation's best restaurants, they must improve their fries to improve general customer satisfaction. Can they add seasoning? I do NOT believe so because what image is that setting about Burger King? The fast-food chain began in Jacksonville, Florida (in the south, where people season their food more compared to people from the north), but the company does NOT project itself as a southern-style fast-food restaurant like Bojangles. Can they trim the fries and make them thinner? Yes, that is a logical path, but will they be more compared to McDonald's fries if they trimmed it down?

Regardless of what decision is made, Burger King's fries do need to be re-invented because the potato is a worldwide staple for many economies, and if the company wants to compete with McDonald's, Chick-fil-a, and Del Taco, they must update their fries. The finishing touches on their business repackaging project that could perhaps lighten the reputation of Burger King.


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