The Fry's the Limit, But there's a Ring Around the Moon...

Earlier this week I tweeted, somewhat skeptically, about Burger King's big announcement that it was introducing "new fries."

Yesterday, the industry news was abuzz about the creative efforts behind this new announcement.  Keeping with its' "product as Hero" focus that won them the BK account this past summer, agency of record McGarryBowen's spot announcing that "NEW FRIES have arrived at BK" emphasizes product shots and satisfied consumption.  (See the spot here, via Ad Age.)

Wendy's Natural Cut Fries

NO SMALL FRIES
On the whole, the fast-food industry has become increasingly obsessed with "small fry" menu items like french fries.  This is not surprising given that "sides" can be consumed in a variety of contexts - as part of a larger lunch or dinner meal, but also as a standalone snack.  The "small fry" is indeed big business.

Just last year, Wendy's introduced its Natural-Cut Fries with Sea Salt, and this year, even without a new recipe (why mess with perfection?), McDonald's is advertising its fries as "the best on the planet."

FRY ME TO THE MOON
Burger King however, seems to be a bit more over the moon with its fry obsession than than the competition.

In 2002, BK tried to shake things up - putting a "new" twist on the staple fast food side.

In 2006 BK went a "fowl" with this new fry:

And 2007 marked the most offensive FRYasco - Fresh Apple Fries.

(FRIED) EGG ON THE FACE
Fry obsession aside, these three "new" menu items are lackluster at best - coming a day late and a dollar short to a market that already knows the fry, the chicken finger, and the apple slice.

Even with new management, BK has continued its bandwagon/reactive approach, with fanfare for the ordinary.  It's most recent menu additions have been:

BK Toppers - you can add toppings (like cheese, mushrooms, and bbq sauce) to your burger!!  For $1.99!!!

"Revamped" Chicken Tenders - now "nugget" shaped!!

Stuffed Steakhouse Burger - jalapeno peppers & cheddar cheese stuffed into the meat!!

Quaker Oatmeal and Soft Serve Ice Cream (I can't even make light of this - these are so generic and so uninspired.)

What the key competitors - McDonald's & Wendy's - lack, is what BK excels in, yet we hear very little about it.  The onion ring.

RING OUT THE OLD, RING IN THE NEW
With rumors that Wendy's will oust BK as the No. 2 fast food chain (behind McDonald's) growing louder, it may be time for Burger King to quiet down on the small fry issues and reach for the rings.

The whole point of branding, after all, is to differentiate your products from competing products.

Keep it simple BK - no "chicken rings" or "french toast rings."  Onion rings.  Tried and true.  McDonald's may have the best fries on the planet, but there's a ring around the moon, and that's what BK should reach for.