Burger King and the Chip Butty

By Tom Dougherty

4 March 2020

Here comes another Burger King flop, the Chip Butty

Here comes another Burger King flop, the Chip Butty

God, I wish this was a joke. But get ready for the Chip Butty from Burger King, a sandwich with french fries instead of meat. 

The sandwich is nothing more than a wad of fries dressed with mayo and ketchup in a bun. And there’s bacon for those who wanna spice things up.

Chip ButtyThe Chip Butty, currently only available in New Zealand and Australia under the BK franchise called Hungry Jack’s, is just another in a long line of new menu items Burger King thinks will bring it out of its rut. No one, and I mean no one, in the fast food industry tries to out-menu the competition more than Burger King.

Remember the fry burger back in 2013? Remember how well that went? It was real meat burger with fries on top of the patty. It sold like crazy. Except when it didn’t, and was quickly and quietly removed from the menu shortly after it was launched. 

That’s the ongoing story with Burger King, and the Chip Butty will take the same route.

In fact, the sheer batty idea of the sandwich has drawn ridicule from one of its competitors, Wendys, owners of the most hilarious Twitter account in fast food.

“Fast food chains fail to understand that, if you are not always working to create preference for your brand, you are actually slowly losing preference. Too often, they get side-tracked by thinking up things like the Chip Butty.”

The Chip Butty represents another reason why Burger King often fails

Look I get it, becoming successful in fast food is hard. We have conducted research and brand work for fast food chains and increasing preference in such a hyper-competitive category is hard.

Screen Shot 2020 03 04 at 10.14.22 AMBut too often, chains like Burger King and its ridiculous Chip Butty clutter the market, putting less emphasis on the brand. And most success is short-lived.

Occasionally, there’s something like Popeye’s chicken sandwich. It’s helping Popeye’s increase sales by 20%. But it fits into the brand of authentic Louisiana chicken and doesn’t represent a wild swing for the bleachers. It makes sense.

Fast food chains fail to understand that, if you are not always working to create preference for your brand, you are actually slowly losing preference. Too often, they get side-tracked by thinking up things like the Chip Butty.

Give it a rest, Burger King. Think about your brand promise, THEN fulfill it with appropriate menu items.

See more posts in the following related categories: Fast Food branding

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