Burger King is Rolling Out New Fries

(EndPlay Staff Reports) - Amid escalating competition from independents and other fast food chains, Burger King is rolling out a new French fry recipe – its first change to the industry staple since 1998, according to Reuters .

Burger King promises a better tasting, thicker fry with reduced sodium and a taste-enhancing coating. The new fries will be available at most of Burger King restaurants starting Dec. 5.

"With the launch of our new fries, the home of America's favorite burger now has the best fries in the business," stated Leo Leon, vice president of global innovation for Burger King Corp.

The change comes on the heels of other menu changes recently implemented by the hamburger chain, including a revamped dessert menu and a Chef's Choice burger.

Second only to McDonald's in popularity, the 12,400-unit, Miami-based company is facing mounting pressure from both Jack-In-The-Box and Wendy's to maintain its spot. In fact, according to Nation's Restaurant News , industry analyst Mark Kalinowski of Janney Capital Markets predicts Burger King will be overtaken by Wendy's within the year.

To celebrate the launch of the new fries, Burger King is offering free orders of French fries on Dec. 16. Customers are invited to "Free Fries Friday," when they can order a complimentary value size order of new fries, with no purchase necessary, while supplies last.

Founded in 1954, Burger King says it serves 11 million customers daily in 79 countries and territories worldwide.