Taste Rules In Fast-Food World
The fast-food giants are battling again, and this time the weapon is french fries. McDonald’s, which has long reigned supreme in the fry war, is facing a new, crispier fried potato launched by Burger King.
This salvo of the spuds led us to ponder other fast-food innovations - some of which have soared, while others landed flatter than a potato pancake. Here’s a list of some notable hits and misses, starting with the latter:
Border Lights: These Taco Bell treats turned out to be unappealing to the chain’s core audience - males in their late teens to early 30s, says Mark Hamstra, senior editor of Nation’s Restaurant News, an industry trade magazine. “People in that age group just aren’t as concerned about eating healthy foods,” he said.
McLean Deluxe: As one analyst said, McDonald’s 91-percent fat-free McLean burger broke one of the high commandments of fast food. “Nobody wanted to eat a burger that didn’t taste like a burger,” said Ron Paul, president on Technomics, a Chicago-based restaurant consulting firm. “Consumers decided taste wins out over healthy eating, especially in fast food.”
BK Dinners: Yes, in late 1992, Burger King tried to introduce dinners - chicken baskets, shrimp baskets, the works, all with table service. Fast-food eaters weren’t enticed. “In the consumer’s mind, Burger King sells burgers, not shrimp,” Paul said at the time.
Big Foot Pizza: Introduced as the biggest pizza on the block, Pizza Hut’s giant pizza was not a giant hit with the fast-food pizza crowd, according to Hamstra. It may simply have been a case of too much pizza - without the famous pan crust that Pizza Hut is noted for.
McDonald’s Pizza: If you’ve never heard of this one, you’re not alone. McDonald’s tested the personal-size pizzas in limited markets. The idea didn’t catch on and McPizza was banished to roadside travel plazas and a few markets where the pizza was accepted. “I just don’t think that people associate pizza with McDonald’s,” said Hamstra.
Some success stories:
BK Broiler: This broiled chicken sandwich was introduced by Burger King in 1990 when consumers were looking for a tasty alternative to fried food. Meant to be a limited-time special, the sandwich sold so well that Burger King added it to the menu. Now, the BK Broiler is a Burger King mainstay.
Egg McMuffin: A stellar success for McDonald’s and the anchor to its breakfast line, the Egg McMuffin was introduced in 1973, becoming one of the most popular menu items.
Spicy Chicken: A hot item from Wendy’s, the Spicy Chicken Sandwich was supposed to be a limited-time offer, but sales soared, pushing the chain to add it to the specialty sandwich menu. “Wendy’s consistently puts out a strong product, and its specialty sandwich line is a great success,” Paul said.