BK Chicken Fries

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For the generic product, see chicken fries.
BK Chicken Fries
Nutritional value per 9 pieces (157 g)
Energy 470 kcal (2,000 kJ)
29 g
Sugars 2 g
31 g
Saturated 6 g
Trans 0 g
19 g
Trace metals
Sodium
(90%)
1350 mg
Other constituents
Energy from fat 280 kcal (1,200 kJ)
Cholesterol 55 mg
Percentages are roughly approximated using US recommendations for adults.

BK Chicken Fries were a fried chicken product sold by the international fast-food restaurant chain Burger King. According to Burger King marketing, it was one of their larger, adult oriented products made with higher quality ingredients than their "standard" menu items.[1] Additionally, the product further targeted the snacking and convenience food markets.

Chicken Fries were part of a series of products designed to expand Burger King's menu with both more sophisticated, adult oriented fare and present a larger, meatier product that appealed to 24–36 adult males.[2] Along with the TenderGrill, TenderCrisp and Angus sandwiches, these products were intended to bring in a larger, more affluent adult audience who will be willing to spend more on the better quality products.[3] They were discontinued in the United States in 2012, but continue to be sold in some markets, such as Italy.[4]

History[edit]

BK Chicken Fries were introduced in 2005.[5][6] Part of the products design was in its packaging, which was designed to fit in a car cup holder and included a small pocket to hold packages of dipping sauce. Since most of the fast food industry's business is take-out or drive-thru traffic,[7] this allowed the convenience food purchaser to drive and eat with little effort. The product was discontinued in January 2012, replaced with Burger King's version of chicken strips in March 2012.

Since Chicken Fries' discontinuation, there has been a call for the product's reinstatement from fans of the product on forums such as Reddit; Business Insider has noted that they are one of the 17 most requested fast products that people would like to see returned to menus.[8] Fans of the product have also established several social media accounts dedicated to Chicken Fries' return on Facebook,[9] Twitter,[10] and Tumblr.[11] Additionally, a Change.org petition has also been created that calls on Burger King to reinstate the product to its menu.[12] Perez Hilton's web site has declared that Chicken Fries are one product of many that will never come back,[13] while comedian Daniel Tosh featured a skit during one of the segments of his show, Tosh.0, to the product's return.[14]

Advertising[edit]

Main article: Coq Roq

Coq Roq, also spelled COQ ROQ, was an advertising program created for Burger King by the Miami-based advertising firm Crispin Porter + Bogusky (abbreviated to CP+B). Coq Roq was a fictional "rooster metal" group with its own website and associated content. The band's musical "style" was classified as thrash or nu metal. The campaign featured a viral marketing website, television and print campaigns and a fictional MySpace page. The program was similar to other marketing campaigns created by CP+B for Burger King, including the Subservient Chicken, Ugoff, and Sith Sense.

As a product tie-in with the 2005–2006 NFL season, Burger King introduced a 36 piece party pack as a limited time offer. This promotion was more general and featured the BK mascot, the Burger King, digitally superimposed into NFL game footage so appeared to be involved in the game. Some of the players the King replaced include Steve Young, Deion Sanders, and Moe Williams. He was also been depicted performing the Lambeau Leap and dumping Gatorade on the head of former Miami Dolphins head coach Don Shula. The primary packaging was altered to include the NFL logo; the party pack designed to mimic the texture of a football, included the NFL logo and a humorous comment along the line of those found on BK packaging at the time.[15]

During the summer of 2006, BK introduced the 12 piece size as a product tie-in with NASCAR and its new sponsorship of a NASCAR team. Product boxes were emblazoned with the NASCAR logo and the BK/Michael Waltrip Racing 00 car number.

During 2007, Burger King had another product tie-in with a Nickelodeon show, SpongeBob SquarePants. Again the box was altered, this time so the design of the looked like the character SpongeBob. More recent in-store promotions in the U.S. have urged customers to add a six-piece portion to their meal as a snack option.[16]

Product description[edit]

The BK Chicken Fries were available in three sizes: six, nine, and twelve pieces. Three and thirty-six piece sizes were available as limited time offers. The smaller size was sold à la carte, while larger portion could be purchased as a meal option. While its core audience was adults such as soccer moms or commuters,[17] a children's meal option was at one time available U.S. that included a six-piece order of the product.

Naming and trademarks[edit]

The name "BK Chicken Fries" is not registered as a trademark in the US and Canada, however the acronym BK is treated as a common law mark of Burger King Holdings and is displayed with the raised "TM" (™) symbol in those countries. "BK Chicken Fries" is a common law mark of Burger King Corporation and is displayed with the raised "TM" (™) symbol in Europe.

See also[edit]

Similar types of chicken products by other vendors

References[edit]

  1. ^ Warner, Melanie (2006-07-28). "U.S. Restaurant Chains Find There Is No Too Much.". New York Times. Archived from the original on November 27, 2007. Retrieved 2007-12-03. "Restaurants say offering lumberjack portions of fat and sodium-laden food is giving customers what they want and providing them with choices. "Some of our most successful products over the past few years have been indulgent products, whether it be the TenderCrisp Chicken Sandwich, the Angus Steak Burger, the Chicken Fries product or the Stackers", said Russ Klein, chief marketing officer at Burger King." 
  2. ^ Bret Begun (2006-05-23). "A really Big Idea". Archived from the original on 2008-01-07. Retrieved 2007-07-16. 
  3. ^ The Gale Group (2004-08-04). "Chains beef up with Black Angus". Nations Restaurant News. Retrieved 2007-07-16. 
  4. ^ Burger King Italy 
  5. ^ "Burger Chains Get Chicken.". Motley Fool. Retrieved 2007-12-03. "The Chicken Fries are coming. Yes, I said Chicken Fries. Tomorrow, Burger King officially rolls out its latest fast-food creation. The chain is hoping that its latest clever menu entry – chicken breast meat rolled into the shape of a french fry, then breaded and fried – will win over new fans in the brutally competitive fast-food wars." 
  6. ^ "Burger King may offer chicken fries.". CNN. 2005-06-03. Retrieved 2007-12-03. "The fast-food chain is tentatively planning the launch of a new spicy, fried white-meat chicken snack this summer, according to a USA Today report Friday." 
  7. ^ Milford Prewitt (1992-06-15). "BK charting new expansion with 'Expressway' concepts — Burger King innovation". Nation's Restaurant News. Retrieved 2007-12-04. "Drive-through business accounts for approximately 50 percent of Burger King sales", he [Sidney J. Feltenstein, BK executive vice president for brand strategy] said. "This is one design option in our restaurant portfolio which brings the Burger King brand to consumers where they work, shop and play." 
  8. ^ Lutz, Ashley (10 December 2013). "17 Items That Fast Food Chains Really Need To Bring Back". Business Insider. Retrieved 23 April 2014. 
  9. ^ "Bring Back Burger King's Chicken Fries". Facebook. Retrieved 23 April 2014. 
  10. ^ "@thechickenfries". Twitter. Retrieved 23 April 2014. 
  11. ^ "#savechickenfries". Tumbler. Retrieved 23 April 2014. 
  12. ^ "Bring back Chicken Fries!". Change.org. Retrieved 23 April 2014. 
  13. ^ "Snacks That Are NEVER Coming Back!!!". Perezhilton.com. Retrieved 23 April 2014. 
  14. ^ Tosh, Daniel (9 April 2013). "BK Chicken Fries". Tosh.0. Comedy Central. Retrieved 23 April 2014. 
  15. ^ Bruce Horovitz (2004-03-22). "Burger King zaps menu, image". USA Today. Retrieved 2007-09-26. "Instead of focusing on TV spots, the agency [Crispin Porter + Bogusky] intends to give Burger King cultural hipness — mostly with humor — in stores." 
  16. ^ Garfield, Bob (2009-04-16). "Burger King's 'No Pants' Spot vs. American Family Association". Advertising Age. Retrieved 2009-10-28. 
  17. ^ Boone, Louis E.; Kurtz, David L. (2008-01-04). "2". In Calhoun, Jack W. Contemporary Marketing (13th ed.). Mason, Ohio: South-Western College Pub. p. 175. ISBN 0-324-58021-5. Retrieved 2009-10-29.