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Steak 'n Shake lines up behind RFK Jr. as it changes how it makes French fries

The article from Fortune, published on March 3, 2025, titled "Steak 'n Shake's RFK French Fries: A Nostalgic Nod to American History," delves into the innovative marketing strategy employed by the popular American fast-food chain, Steak 'n Shake. The article explores the introduction of a new menu item, RFK French Fries, named after Robert F. Kennedy, and how this move intertwines with American history, nostalgia, and modern marketing techniques.

Steak 'n Shake, known for its classic American diner-style meals, has always prided itself on its connection to American culture. The introduction of RFK French Fries is a testament to this commitment. The fries are not just another item on the menu; they are a tribute to Robert F. Kennedy, a figure who remains a significant part of American history. The article explains that the fries are seasoned with a special blend of spices, inspired by Kennedy's favorite flavors, and are served in a unique, retro-style packaging that evokes the 1960s.

The article goes into detail about the historical context behind the naming of the fries. Robert F. Kennedy, a prominent figure in American politics, was known for his advocacy for civil rights and social justice. His assassination in 1968 left a lasting impact on the nation. By naming their fries after him, Steak 'n Shake aims to honor his legacy and connect with customers on a deeper level. The article quotes Steak 'n Shake's CEO, who states, "We wanted to create a product that not only tastes great but also tells a story. RFK French Fries are our way of celebrating American history and the values that Robert F. Kennedy stood for."

The article also discusses the marketing strategy behind the launch of RFK French Fries. Steak 'n Shake has employed a multi-faceted approach to promote the new item. They have launched a nationwide advertising campaign that includes television commercials, social media promotions, and in-store displays. The commercials feature archival footage of Robert F. Kennedy, interspersed with scenes of people enjoying the fries. The article notes that this approach has been well-received by customers, who appreciate the blend of nostalgia and modern marketing.

In addition to the advertising campaign, Steak 'n Shake has partnered with several historical organizations to promote the fries. The article mentions a collaboration with the Robert F. Kennedy Human Rights organization, which has helped to raise awareness about Kennedy's legacy and the values he championed. This partnership has included events at Steak 'n Shake locations across the country, where customers can learn more about Kennedy's life and work while enjoying the new fries.

The article also delves into the culinary aspect of RFK French Fries. The special seasoning blend used on the fries is a closely guarded secret, but the article reveals that it includes a mix of herbs and spices that were reportedly favored by Kennedy. The fries are described as having a unique flavor profile that sets them apart from traditional fast-food fries. The article quotes a food critic who praises the fries for their "bold and savory taste," noting that they are a perfect example of how a simple dish can be elevated through thoughtful seasoning.

The article also explores the impact of RFK French Fries on Steak 'n Shake's overall menu. The introduction of the fries has led to a renewed focus on other menu items that celebrate American history and culture. The article mentions the launch of other nostalgic items, such as the "Moon Landing Milkshake," inspired by the 1969 moon landing, and the "Route 66 Burger," a tribute to the iconic American highway. These items, like the RFK French Fries, are designed to evoke a sense of nostalgia and connect with customers on an emotional level.

The article also discusses the broader implications of Steak 'n Shake's marketing strategy. By focusing on American history and nostalgia, the chain is tapping into a growing trend in the fast-food industry. Other chains, such as McDonald's and Burger King, have also launched nostalgic menu items in recent years, recognizing the power of nostalgia in attracting customers. The article quotes a marketing expert who states, "Nostalgia is a powerful tool in marketing. It creates an emotional connection with customers and can drive sales. Steak 'n Shake's RFK French Fries are a perfect example of how a brand can use nostalgia to its advantage."

The article concludes by discussing the future of Steak 'n Shake and the potential for further nostalgic menu items. The CEO hints at plans to introduce more items that celebrate American history and culture, suggesting that the RFK French Fries are just the beginning. The article notes that this strategy could help Steak 'n Shake stand out in a competitive market and attract a new generation of customers who are drawn to the brand's unique blend of history and flavor.

Overall, the article provides a comprehensive look at Steak 'n Shake's RFK French Fries, exploring the historical context, marketing strategy, culinary aspects, and broader implications of this innovative menu item. The introduction of the fries is a testament to the power of nostalgia in modern marketing and a celebration of American history and culture.

Read the Full Fortune Article at:
[ https://fortune.com/2025/03/03/steak-n-shake-rfk-french-fries/ ]