McDonald’s pitches new burgers with 'frork'
02 May 2017
McDonald's Corp has revealed a product of it customisation effort nationwide - new Signature Crafted Recipes line of burgers and chicken sandwiches, which it is promoting along with a new piece of cutlery called a ''frork.''
McDonald's had brought in pitchman Anthony Sullivan to star in a spoof infomercial of the frork, which had fries for prongs.
The frork, a silicone cutlery shaped like a fork, has an opening at the top to insert three or four fries.
The Signature Crafted Recipes line of sandwiches is the long-awaited result of McDonald's customisation efforts, which got underway years ago as a full-on customisable burger strategy.
It ultimately evolved into a pared down, semi-customisable version of the original built for the drive-thru, where two-thirds of McDonald's customers got their food.
According to commentators, McDonald's wanted to let people know that sandwiches in its new Signature Crafted Recipes line-up were so packed with toppings that customers would need a special utensil to deal with it - the Frork.
"Will the Frork change your life? Probably not." Sullivan said in the video. "Will the Frork improve your Signature Crafted Recipes eating experience? I mean, sure ... maybe."
According to McDonald's, the "superfluous" utensil was designed to help customers scoop up every last bit of the company's new premium burgers and chicken sandwiches.
The Signature Sandwiches were customisable, upscale burgers and chicken sandwiches that featured flavours like Pico Guacamole, Sweet BBQ Bacon, and Maple Bacon Dijon.
"We started with All Day Breakfast, updated our Chicken McNuggets, offered new Mac sandwich sizes for every occasion and now we're introducing Signature Crafted Recipes because they are inspired by our customers," Michael Haracz, McDonald's chef, said in a statement. "And while the Frork is supremely superfluous, it shows that McDonald's is willing to do whatever it takes to help them enjoy every last bite."
