Heads-up, Arby’s: you’ve got company in the curly fry department! There’s a lot to unpack here that has nothing do to with the factual analysis of What? – Where? – When? – How?…but I’ll table the react in favor of a just-the-deets examination (for the moment), ’cause we gotta get these fries!
Curly fries, which go by the moniker “Twister Fries” on the McDonald’s menu, are immediately available at the McDonald’s international restaurant in Chicago, and only at this specific McDonald’s location. That’s it. One spot in the States. Like many of the offerings at this location, Twister Fries are a limited time engagement, so if you’ve got to have them, gas up and set your GPS for 1035 W. Randolph, Chicago. You’ve got about 6 weeks.
All right, on to the react:
First of all, “Twister Fries” are not new?! Wha-wha-wha-whaaaat?! Yeah, they have been available in multiple international markets for years. I guess it makes sense that something not available here is something about which I have no knowledge. After all, I’m not a big international traveler. But my instant react is: how have I never heard of this?
#2 – How have I never heard of this international McDonald’s location? It’s basically in our back yard! Well, it’s basically in the back yard of our friend who lives a few blocks away, but it’s still an achievable single-day destination. The Solid Gold McDonald’s in Greenfield, WI was better promoted than this, and that joint was a joke. This place sounds amazing.
#3 – One location? Not even a gimmicky multi-market or all-market release for the summer? This suggests to me a complete lack of confidence from the McDonald’s board room in the product’s ability to take hold with American consumers. It smells to me like, “What the point? We’re not going to unseat (or even make a dent) in the market stronghold of Arby’s, so let’s just toss it at the international shop.”
#4 – I’m a little surprised at you, McDonald’s. While I applaud your ingenuity to adapt the menu to the unique palate preferences of your respective markets, the McDonald’s fry is the standard. It is a brand in-and-of itself, a true destination dish of the most recognizable fast food brand on the planet. I’m surprised you would even give the customer the option of knowing it as something other than precisely the iconic taste for which it is already known. Of course, I don’t need to give McDonald’s any business advice. I don’t have all the numbers in front of me, but I believe they’ve been fairly successful without my input.
#5 – Your move, Arby’s! Then again, I think you’ve already won. You’re in their heads.
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