We Are Now ‘Fries King’! Are You ‘Satisfried’ With Burger King’s Name Change?

October 4, 2013  |  

No one batted an eye when Burger King introduced the new “Satisfries” — a low-fat crinkle cut french fry. Boring! Just another push to reel in health-conscious consumers. But then Burger King took it a step further with their fries obsession and renamed their franchise to… drumroll please… “Fries King”! Social media, of course, has since exploded with confusion and rejection.

Twitter, resistant to Burger King’s marketing spoof, has doubts about the new brand name. “I refuse to believe that the whole Fries King thing is true,” one commenter said on Twitter.  Then Fries King, formerly known as Burger King, posted a Facebook photo album titled “Fries King: The Recrowning” which chronicles a Chicago-based Burger King switching its logo to “Fries King.”

“And you thought we were bluffing. From now on, it’s all about the fries!” Fries King said on Facebook. The pictures show the logos on soda cups, workers’ shirts, doors, and even garbage cans all switched from “Burger King” to “Fries King.”

This set a wave of mixed reactions throughout the Twittersphere: “I hope Burger King is joking about renaming themselves fries king”, another commenter posted on Twitter. “Burger King changed it’s name to Fries King because the government shut down and can only afford potatoes now,” someone else lamented.

AdWeek added its two cents about the marketing gimmick: “First, it implies the burgers are probably not very good. And second, it confuses people—many of whom on Twitter clearly don’t know how to respond. On the plus side, it does appear to be making people hungry.” TIME took it a step further, quoting a tweet from someone calling Fries King (?) fries “trash” and another from someone who alleges they got food poisoning from the chain.

In addition to Burger King’s supposed re-branding, Fries King has been placing huge replicas of Satisfries in New York City, Los Angeles, and Chicago with the randomly placed giant crinkle fries providing free “Wi-Fry.” The promotion claims that the fries has “40 percent less fat and 30 percent fewer calories” than its arch nemesis, McDonald’s. The campaign also has a hashtag, “#WTFF,” which stands for “What the French Fry.” We were in touch with Fries King’s publicist for a comment on this campaign and didn’t hear back.

What do you think of all this?

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