POTATOES USA NEWS

U.S. Fries Bonanza in Malaysia Adds More Potatoes to Menus

The U.S. Fries Bonanza promotion, which took place throughout the month of June, involved 13 restaurant and café chains in Malaysia that prominently featured loaded, flavored or value-added U.S. French fries on their menus.

The tagline of the promotion, “Your Favorite U.S. Fries Anytime, Anywhere,” supported the idea of ordering these menu items for either dine-in or home delivery. Throughout the global pandemic, the importance of home delivery had skyrocketed, which is why this promotion included banner advertisements on the GRAB home delivery platform in addition to instore point of sale materials and on social media.

The tie-in promotion effectively increased sales of U.S. potatoes at the restaurants and cafés that participated, including Chili’s, Carl’s Jr. and Jinjja Chicken, among others. The total average sales increase of the U.S. potato menu items for all 13 chains was 55 percent. This successful promotion even caught the eye of restaurant chains that didn’t participate. One of these chains, Manhattan Fish Market, saw how well the U.S. potato menu items performed and decided to switch from using European Union fries to 100 percent U.S. fries at its 27 outlets. Providing foodservice operators with this kind of promotional support is a great way to get more people eating more U.S. potatoes in more ways, while helping restaurants in international markets recover from decreased sales due to the pandemic. For more information about the international foodservice program, please contact Tiffany@PotatoesUSA. com.

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