McDonald’s got pitchman Anthony Sullivan to work on the narrative behind its new ‘ludicrous’ innovation – Frork. Created to promote its Signature Crafted Recipes sandwich line, the Frork is introduced in an infomercial by Sullivan. It’s basically a hybrid fry fork which has a socket-like opening at the end where you can push in three French fires to make it look like a functional fork although it would be ludicrous to try and dig into your food with it.
This is just to improve your eating experience of sandwiches of the new Signature Crafted Recipes line-up from McDonald’s, which it says, are so packed with toppings that you’ll need a special utensil to scoop up every last bit of the irresistible stuff falling on your plate with every bite.
“Will the Frork change your life? Probably not,” Sullivan says. “Will the Frork improve your Signature Crafted Recipes eating experience? I mean, sure … maybe.” That’s as far as one can get with honesty. Michael Haracz, McDonald’s chef, explained, “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. 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.”
McDonalds will make available at participating restaurants on May 5, a limited supply of Frorks with the purchase of a Signature Crafted Recipes sandwich. This isn’t the first time that the company has tried to add upscale offerings. Earlier in 2009, McDonald’s had some success for a period of four years with its Angus burger. Mark Kalinowski, a Nomura-Instinet analyst, says, “Not everything McDonald’s is trying will work, but some of it will. You don’t want a McDonald’s that sits back and is complacent and happy with all the successes it’s achieved in the past. You want a McDonald’s that continues to evolve for the better and that’s what McDonald’s is doing under [CEO Steve Easterbrook’s] leadership.”