Shake Shack faced a consumer backlash after altering its popular crinkle-cut fries recipe. The switch to hand-cut russet potatoes was not well-received, with customers voicing dissatisfaction and a desire for the original fries. CEO Randy Garutti acknowledged that the emotional attachment customers had to the crinkle-cut style and texture was underestimated. Despite believing they created a superior fry, customer sentiment led to declining sales, prompting a return to the original beloved recipe.
Customers rejected the new fries. "We didn't fully appreciate the simple, tactile pleasure and the emotional attachment our fans have to the crispiness, the ridges, and the pure joy that these fries bring to guests of all ages," Garutti wrote in a post on Shake Shack's website.
People hated them. "I think we made the best fresh-cut fry ever made. But a lot of people said, 'Hey, I love you guys, love what you're trying to do here, but I just miss the crinkle-cut.'"
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