Burger King Is Getting 380 Tweets Every Minute for Chicken Fries

Underscores how 'bring back' strategy is all about social

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If you've ever wondered why Burger King, McDonald's and KFC consistently "bring back" shelved menu items (respectively, Chicken Fries, McRib/Shamrock Shake, the Double Down "sandwich") for a limited time, the key reason is simple: Quick-serve restaurants (QSRs) need to give Joe Consumer—who tires of the same old menu items all the time—a buzzy/fun reason to start patronizing their locations again.

Marketing the return of such menu items via social media is practically a no-brainer. For instance, since launching #chickenfriesareback on Monday, Burger King has averaged 380 tweets a minute while garnering 150,000 total social media mentions in the campaign's first 72 hours, according to Eric Hirschhorn, CMO of the Miami-Dade County, Fla.-based



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