Burger King Proclaims America's Favorite Fries ... Based on Taste New Ad Aims to Set the Record Straight Versus McDonald's Claim



Feb 05, 1998, 00:00 ET from Burger King Corporation

    MIAMI, Feb. 5 /PRNewswire/ -- What's better?  America's best-tasting
 french fries or America's best-selling french fries?  Taste, declares Burger
 King Corporation, in a full-page ad breaking tomorrow in USA TODAY.  The new
 hotter, crispier Burger King(R) french fries -- promoted as "The taste that
 beat McDonald's(R) fries" -- are now considered America's favorite fries ...
 based on taste.
    McDonald's describes its french fries as "America's Favorite Fries(TM)" a
 claim based on sales volume (most recently in a story distributed yesterday
 over PR Newswire and in ads tied to this weekend's NBA All-Star Game).  Since
 the new Burger King french fries were preferred over McDonald's fries in a
 nationwide independent taste test by a landslide margin of 57 percent to
 35 percent, Burger King proclaims it has replaced McDonald's as the
 "gold standard" in the industry, based on taste.
     "We want everyone to be aware of our commitment to serve the best-tasting
 food," said Jim Watkins, senior vice president of marketing, Burger King,
 North America.  "The primary reason a person visits Burger King is because of
 the quality and taste of the food we serve.  We believe, because consumers
 tell us, that Burger King is the place to go for the best-tasting burger in
 the flame-broiled WHOPPER(R) and now, for the best-tasting french fries."
     The ad asks, "If McDonald's(R) makes 'America's Favorite Fries(TM),' how
 come our fries beat them in a taste test?"  It continues, "We don't like to
 nitpick or anything, but we'd like to point out that in a nationwide test,
 more people preferred the taste of our crispy new fries to McDonald's(R)
 fries.  Come to think of it, that's not nitpicking, that's just the truth."
 The USA TODAY ad follows on the heels of a $70 million-plus marketing campaign
 to launch the new Burger King french fries.  The launch campaign, which began
 in December, was the largest new product introduction in company history.
     "Burger King has over 7,500 restaurants in the US, compared to more than
 12,000 McDonald's locations," said Watkins.  "It is to be expected that they
 would sell more pounds of fries per year than anyone else.  But, which would
 you prefer ... America's best-selling french fries or America's best-tasting
 french fries?  More doesn't mean better."
     Over the past four years, Burger King has outperformed the industry
 demonstrating consistent sales growth.  This momentum has continued with the
 launch of the new french fries.  "We are very pleased with our January
 numbers," said Watkins.  "The introduction of our best-tasting new fries drove
 Burger King sales, and clearly had an impact on the fast-food industry."
     The declaration of taste superiority over McDonald's follows "Free FryDay"
 on January 2 -- the largest one-day sampling event in fast food history --
 when the company gave away more than 15 million orders of the new fries, which
 were introduced late last year.
     Mr. Potato Head(R), official "spokespud" for the new french fries in
 broadcast advertising and promotional materials, is on a cross-country victory
 tour aboard the Burger King Fry Mobile to raise awareness of the fries.  The
 Fry Mobile's 48-foot exterior is splashed with graphics depicting the new
 fries and Mr. Potato Head, and is crowned with a rotating Burger King logo.
 The inside is a stainless-steel professional kitchen, where a fry team cooks
 the new fries and serves free samples, along with Coca-Cola beverages.
     Destinations for the Fry Mobile and Mr. Potato Head in February include
 Houston on February 7, Atlanta on February 14, Tampa on February 18, Orlando
 on February 23 and Miami on February 28.
     Burger King Corporation and its franchisees operate more than 9,400
 restaurants in all 50 states and in 56 countries and international territories
 around the world.  In fiscal year 1997, Burger King had systemwide sales of
 $9.8 billion.  Burger King Corporation is a subsidiary of Diageo p1c
 (NYSE:   DEO), one of the world's leading branded consumer products businesses.
 
 

SOURCE Burger King Corporation
    MIAMI, Feb. 5 /PRNewswire/ -- What's better?  America's best-tasting
 french fries or America's best-selling french fries?  Taste, declares Burger
 King Corporation, in a full-page ad breaking tomorrow in USA TODAY.  The new
 hotter, crispier Burger King(R) french fries -- promoted as "The taste that
 beat McDonald's(R) fries" -- are now considered America's favorite fries ...
 based on taste.
    McDonald's describes its french fries as "America's Favorite Fries(TM)" a
 claim based on sales volume (most recently in a story distributed yesterday
 over PR Newswire and in ads tied to this weekend's NBA All-Star Game).  Since
 the new Burger King french fries were preferred over McDonald's fries in a
 nationwide independent taste test by a landslide margin of 57 percent to
 35 percent, Burger King proclaims it has replaced McDonald's as the
 "gold standard" in the industry, based on taste.
     "We want everyone to be aware of our commitment to serve the best-tasting
 food," said Jim Watkins, senior vice president of marketing, Burger King,
 North America.  "The primary reason a person visits Burger King is because of
 the quality and taste of the food we serve.  We believe, because consumers
 tell us, that Burger King is the place to go for the best-tasting burger in
 the flame-broiled WHOPPER(R) and now, for the best-tasting french fries."
     The ad asks, "If McDonald's(R) makes 'America's Favorite Fries(TM),' how
 come our fries beat them in a taste test?"  It continues, "We don't like to
 nitpick or anything, but we'd like to point out that in a nationwide test,
 more people preferred the taste of our crispy new fries to McDonald's(R)
 fries.  Come to think of it, that's not nitpicking, that's just the truth."
 The USA TODAY ad follows on the heels of a $70 million-plus marketing campaign
 to launch the new Burger King french fries.  The launch campaign, which began
 in December, was the largest new product introduction in company history.
     "Burger King has over 7,500 restaurants in the US, compared to more than
 12,000 McDonald's locations," said Watkins.  "It is to be expected that they
 would sell more pounds of fries per year than anyone else.  But, which would
 you prefer ... America's best-selling french fries or America's best-tasting
 french fries?  More doesn't mean better."
     Over the past four years, Burger King has outperformed the industry
 demonstrating consistent sales growth.  This momentum has continued with the
 launch of the new french fries.  "We are very pleased with our January
 numbers," said Watkins.  "The introduction of our best-tasting new fries drove
 Burger King sales, and clearly had an impact on the fast-food industry."
     The declaration of taste superiority over McDonald's follows "Free FryDay"
 on January 2 -- the largest one-day sampling event in fast food history --
 when the company gave away more than 15 million orders of the new fries, which
 were introduced late last year.
     Mr. Potato Head(R), official "spokespud" for the new french fries in
 broadcast advertising and promotional materials, is on a cross-country victory
 tour aboard the Burger King Fry Mobile to raise awareness of the fries.  The
 Fry Mobile's 48-foot exterior is splashed with graphics depicting the new
 fries and Mr. Potato Head, and is crowned with a rotating Burger King logo.
 The inside is a stainless-steel professional kitchen, where a fry team cooks
 the new fries and serves free samples, along with Coca-Cola beverages.
     Destinations for the Fry Mobile and Mr. Potato Head in February include
 Houston on February 7, Atlanta on February 14, Tampa on February 18, Orlando
 on February 23 and Miami on February 28.
     Burger King Corporation and its franchisees operate more than 9,400
 restaurants in all 50 states and in 56 countries and international territories
 around the world.  In fiscal year 1997, Burger King had systemwide sales of
 $9.8 billion.  Burger King Corporation is a subsidiary of Diageo p1c
 (NYSE:   DEO), one of the world's leading branded consumer products businesses.
 
 SOURCE  Burger King Corporation