What the FK, BK?

Same King, new Kingdom.

That’s right. The King of Burgers (if only by name), just a few weeks deep in unveiling their new HEALTHIER Satisfries^TM, is taking promotion to a whole new (read: confusing) level!

I guess their #WTFF guerrilla campaign didn’t gain the momentum BK had hoped?

Chicago - W. Wacker Drive

Their latest cry for attention, a faux re-branding from “Burger” to “Fries” King, began to unfold Tuesday via social media.

And they’re dead serious! (At least at one location)...

Fries King -- As seen through Social Media...

To set the record straight, the 3^rd-string fast food kingdom is NOT really changing its name. Apt at garnering attention on the many realms of social media, the hubbub tucks nicely with BK’s raucous, counter-culture personality.

And while it definitely generated buzz, we remain skeptical of the results.

Man, they REALLY want us to try these fries!

Let’s face it; the fast food burger market is as stale and mature as they come.

Everyone knows the Whopper; they either like it or they don’t. And while the introduction of new bacon sundaes may have intrigued, they aren’t the type of stuff you can build a sustainable business on.

Robin to the sandwich’s Batman, fries are the full-time side item, part-time snack that can bring new business! Seriously, there’s like 15 choices for sandwiches, but only 1 side item EVERYONE wants (and it’s not those mushy apple slices).

The change in monikers is BK’s plea with the most skeptical McDonald’s and Wendy’s loyalists that have yet to try the new fry – (and that fry better BLOW minds if it hopes to secure repeat traffic).

“We couldn’t make it in burgers, so we’re focused on fries!”

But flip that burger and you’ve got yourself a real pickle of a marketing dilemma (HA!).

By saying they’re king of fries, is BK conceding to burgers that aren’t all that stellar? What about all the efforts made to reinvent the sandwich side of the menu board last year? Quality ingredients, flame broiled this and that? All lies? You aren’t home of the fry unless the burger moves out.

Wait, what was that about a Bacon Sundaes?

That’s right, we blogged about BK last summer when they were amidst a significant overhaul of their menu; BBQ burgers and pork, and bacon dropped on top of everything (including sundaes). While competing chains were focused on attracting the more health-conscious, it was as if BK was bucking the trend, opting to make a direct appeal to calorie junkies and cholesterol addicts everywhere.

Not even a year later, they’re touting the healthiest fry? Which market are you after? Because you can’t be all things to all people (that’s Marketing 101).

And lastly, (or perhaps it should have been FIRST and foremost), you NEVER toy with the LOGO!

The LOGO is sacred! It’s like America’s flag; don’t tread!!

Aside from MAYBE April Fools, you don’t change your brand “just for fun”.

First, it dilutes the impact of a real change (ain’t that right, Yahoo!?). And second, it’s just confusing. We are a dumb people, U.S. consumers. Give us one thing to look at. That’s it, that’s you. Now don’t change it unless you want us thinking you weak.

Note: BK was on our New Logo Wish List for 2013 – (this is NOT what we had in mind).

PS: Have YOU been SATISFRIED?

Has anyone tasted ‘em? Chicago is a golden arches town, so I have yet to walk myself over to the one, single location downtown. Let me know what you think! (I swear the advertising didn’t work on me). :P

Wendy’s to get a facelift in March 2013

It’s certainly been a busy year for fast food/casual dining chain revamps. First it was Domino’s, then Arby’s and now a major shake-up expected at the world’s third-largest quick-service hamburger company.

Set to kick off in March of next year, Wendy’s says their new logo will crystallize the total brand transformation that’s already underway.

So let’s see it.

It’s the first change in nearly 30 years, so you knew it was going to sting.

While Wendy’s says it’s innovation and fresh thinking that all the while stays true to the company’s core values as a distinct and beloved brand.

We say it’s a 50’s soda shop. The font is sloppy and feels too playful, as if the goal was to hand brand resonance over to five year-olds.

Wendy’s IS Wendy. While there’s no denying the importance in retaining her image, this version is too cartoon-y for me; leaving the brand locked behind the times.

It just doesn’t jive with the Wendy’s of today (but maybe that’s the point?)

While our initial reaction was “yick,” maybe we just need some more time. Maybe that’s why Wendy’s previewed the mark nearly 6 months before its intended “official launch?”

The new logo does some things right.

The Wendy we've known for the past 30 years...

Compared to its brand incumbent, the new mark is drastically simpler and therefore, better suited for mobile-/virtual-consumption – (a shift we’ve touted as a new logo must-have countless times before). For the first time since ‘83, it floats frame-free and feels less like a sign and more like a brand.

Yellow only seems to work on McDonald’s. By dropping the eye-squinting gold and antiquated black “iron gate,” Wendy’s instantly feels less garish and greasy.

It retains Wendy, although I’d like to have sampled a version or two that took the icon in a more abstract direction – just the hair? A side profile with tighter crop? A close up on an eye with freckle and crop of hair? The logo and character blend and become one? – something less literal and more clever.

 

Additional information on the brand re-launch here.

And the logo is just part of the Wendy’s brand renaissance.

Restaurant “Image Activation” – a strategy in new store concepts that is bold and ultra-modern in design.

Early concept restaurants boast new lounge seating and fireplaces, flat-screen TVs, and Wi-Fi; updates that have generated strong increases in traffic; boosting same-store sales 25% at minimum.

And Wendy’s isn’t kidding when it comes transforming its in-store experience.

By year-end there will be 75 re-imagined restaurants domestically (that’s 3 months pre-launch). And while the company plans to overhaul 50% of its corp.-operated locations by YE 2015, they’re also providing up to $10M in incentives to franchisees who re-image their restaurants by the end of 2013.

All brands need to evolve.

Maybe we just need to see the logo paired with other “Image Activation” brand elements; new packaging, advertising, restaurant signage, employee uniforms and a refreshed website. It could grow on us.

What do you think of Wendy now?