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COPYRIGHT 2001 The Miami Herald
Byline: Elaine Walker
Apr. 28--The launch of Burger King's new French fry in December 1997 had all the pomp and circumstance of a presidential campaign. The Miami-Dade fast-food chain pitched its perfect potato with a "Free FryDay" giveaway of 15 million orders and a 40-foot semi on a "Try the Fry America" tour.
Burger King was convinced it had created a fry that would unseat McDonald's as the fast-food French fry king.
But the company's most heralded product launch has gone from boom to bust. Not only did the new potato fail to bring in more customers, it actually drove some people away.
So Burger King is trying again, launching an "improved" French fry that it hopes will tantalize consumers' tastebuds and put a dent in the competition.
"It's not that we're throwing out the old and bringing in the new," said Kim Miller, a Burger King spokeswoman. "This is an improvement and refinement."
Unbeknown to many consumers, the "enhanced" Burger King French fries have been rolling...
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