Steak 'n Shake, struggling post-2024, has shifted its strategy by adopting beef tallow for french fries. This change, framed as enhancing taste, aligns with conservative health initiatives, notably supported by Robert F. Kennedy Jr. The fast food chain is leaning into polarizing marketing, promoting Tesla-themed concepts and endorsements from prominent conservative figures. Despite the bold pivot, marketing experts express skepticism about the potential for backlash or boycott, questioning the strategy's efficacy in revitalizing the brand. The company has yet to respond to inquiries about this drastic shift.
We RFK'ed our fries," Steak 'n Shake COO Dan Edwards said in a February Fox News interview. "People are raving about these French fries."
This really feels like a Hail Mary," said Marcus Collins, a former marketing professional and a clinical assistant professor of marketing at the University of Michigan.
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