Alex Macedo, head of North American operations at Burger King, said the chain worked with one of its potato suppliers, McCain Foods, to develop the lower-calorie fries. He said McCain can't sell the fries to other fast-food clients and that different suppliers might have a tough time imitating them.
Burger King took great pains to keep the launch of Satisfries under wraps. Last week, reporters were invited to preview a "top-secret new product" at a New York City hotel, where they were asked to sign nondisclosure agreements. Attendees were each served a carton of the fries that look and taste like any other fries, even leaving the familiar grease stains in their paper cartons.
Burger King led off its presentation by comparing the fries to the "leading french fries," which are made by rival McDonald's, the world's largest burger chain. On a pound-for-pound basis, executives noted that the new fries have 30 percent fewer calories than those served at the Golden Arches.
The comparison to McDonald's may prove to be confusing for some, since fast-food chains each have their own definitions of what qualifies as a small, medium or large.
A small serving at McDonald's, for example, weighs considerably less than a small order at Burger King. As a result, a small order of McDonald's fries has 230 calories -- which is still less than the 270 calories for a small serving of Burger King's Satisfries. A "value" order of Satisfries at Burger King -- which is closer in weight to the small size at McDonald's -- has 190 calories.
Satisfries is the latest gambit by Burger King Worldwide Inc. to revive its image after a series of ownership changes in recent years. 3G Capital, the Brazilian private investment firm that bought the chain and took it private in 2010, kicked off a campaign last spring with a revamped menu and star-studded ad campaign.
The moves came just before 3G announced a deal to take Burger King public again. The deal was structured in a way that let 3G more than recoup the $3.26 billion it paid for the chain, while still maintaining a majority stake. Burger King's stock price is up 37 percent over the past year and trading close to $20 per share.
The company has continued to press ahead with new menu items in hopes of pushing up soft sales, but the efforts haven't yet yielded results. For its second quarter, sales at restaurants open at least a year slipped 0.5 percent in the U.S. and Canada, where it has about 7,200 locations. The metric is a key gauge of health because it strips out the volatility of newly opened and closed locations.
Still, Burger King is betting Satisfries will be so popular that people will even be willing to fork over more money for them. The suggested price for a small order of Satisfries is $1.89, compared with $1.59 for regular fries. That's a 19 percent markup.