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Article: In war for our palates, the ammo is bite-sized Burger King uses stealth research, ad blitz in McDonald's battle
- Article from:
- The Boston Globe (Boston, MA)
- Article date:
- December 23, 1997
- Author:
CopyrightCopyright 1997 The Boston Globe. Provided by ProQuest LLC. (Hide copyright information)
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Nick Sabater didn't need Burger King Corp.'s new $70 million
campaign to tell him the fast-food chain had a new french fry.
Every work day at noon for the past two years, the 20-year-old
life insurance issuance clerk has walked from the Hancock Tower to
the Copley Square Burger King, newspaper in one hand, bottle of Coke
in the other, and ordered his favorite meal: two king-sized orders of
french fries.
Sabater is a french fry purist. No ketchup. No mayonnaise. No
pepper.
"I could taste the difference immediately," recalls Sabater.
"These are less greasy than the old fries, and they're crispier."
Still, even a connoisseur like Sabater says the new Burger King
fries are about the same as ...