In its latest effort to re-energise the declining fast-food chain, McDonald's is taking the bold step of reinventing the humble french fry.
Previously only available in Australia, the sweet potato fries have now been launched in some Texas branches, with hopes they will become an international treat in the future.
The restaurant’s Twitter account shared an image of the new snack with the caption: “The perfect side to go with your perfect burger.”
McDonald’s confirmed the side is a part of the "Create Your Taste" burger initiative, described by the company as a “brand new dining experience that lets you create your own mouth-watering master piece” by allowing customers to choose from a range of ingredients including grilled pineapple and turkey bacon to accompany their traditional beef patty.
A McDonald’s spokesperson told Eater: “Sweet potato fries are being tested in some Create Your Taste test restaurants in Amarillo, and we're gathering valuable customer feedback on them."
The fries appear to be another attempt by the franchise to reinvigorate its slumping sales, such as the launch of an all-day breakfast as part of CEO Steve Easterbrook’s “turnaround plan”, which aims to reverse an almost two-year decline in US sales.
However, the sweet potato fries' trial comes after some US franchise owners feared the restaurant chain is facing a “deep depression” and could be in its “final days”.
29 franchisees, who between them operate 226 restaurants, were interviewed by Kalinowski and asked to give their six-month forecast from 1 (bad) to 5 (excellent). The average score was 1.69, the lowest ever since the survey began 12 years ago.
"The system is very lost at the moment. Our menu boards are still bloated, and we are still trying to be too many things to too many people," one wrote.
