A Winning Upcharge Opportunity

All the headlines are saying the same thing right now: consumers are extremely price sensitive. But how true is that? Are they really just chasing the lowest prices?

Not exactly. According to the Kearney Consumer Institute, while consumers are indeed looking to save money—a constant in any economy—they’re also eager to spend selectively on fun, new products and experiences.¹

That’s where savvy operators see opportunity. Premium offerings—like upgraded fries—can actually drive higher profits, even in a price-conscious market.

Today’s consumers define value as more than just price. They prioritize:

• Taste (which often trumps price in purchase decisions)

• Quality

• Discovery—new, exciting food and beverage experiences¹

Take Chili’s “3 for Me” value meal as an example. At $10.99, it’s more than double the price of many $5 fast food combos. Yet it’s a hit because it delivers premium options like smashburgers and full-service hospitality—exactly what customers are willing to pay more for.

So how do you successfully launch a more premium offering and earn that upcharge?

Start by thinking about what your customer truly wants.

Customers are looking for new options and experiences

Consumers have noticed that restaurant menus aren’t quite as exciting as they used to be. They’re ready for some unique, new, innovative offerings to shake things up. Consider this data:

• 1 in every 3 customers who walks in your door says they are most likely to order a new item, a number that increases for Gen Z.²

• Consumers overall say well over half—55%—of their food experiences should feature something new and unique.³

• For 3 out of 4 of those consumers, they want that new option to be indulgent.²

Operators are listening, with 46% saying they’re focusing on offering more unique and different menu options this year.⁴

But many operators may be overlooking a key opportunity. Only 17% say they plan to update their fried side offerings—yet a striking 43% of consumers say they’re very likely to try a new fried side dish.²

That’s a clear gap between what consumers want and what restaurants are offering.

It’s time to upgrade your fries

Enhancing a customer favorite is a “best of all worlds” strategy—it delivers something new and exciting, but in a format guests already know and love. 54% of restaurant operators say improved menu options were the top driver of past business growth.⁴

Fries are the perfect place to start:

• Consumers crave indulgent fried items and savory flavors—nearly 40% of QSR, casual, and midscale diners say they love savory profiles.⁵

• Fry variety is growing—restaurants now offer an average of 1.9 fry options, up from previous years.⁶

That’s why there’s never been a better time to stand out with a unique fry offering—and earn the upcharge that comes with it.

Operators can earn up to $0.53 more per order simply by upgrading to SIDEWINDERS™, a premium fry that customers already love. If your restaurant sells 100 fry orders a day, switching to SIDEWINDERS™ could mean an extra $53/day, or over $19,000/year in added revenue.

Simplot SIDEWINDERS™ are a profitable premium upgrade

“Best fries I’ve ever had.”

“So addicting.”

“Best potato I ever had.”

“Don’t know if I can live without them.”

These are just a few of the statements guests have said about SIDEWINDERS™, a groundbreaking fry option exclusively from Simplot. This boundary-pushing cut delivers a never-before-seen interior-to-exterior ratio and overall texture that gets attention, adding a whole new dimension to the plate.

SIDEWINDERS™ are available in seven bold, on-trend flavor options:

• NEW Junior Cut Sidewinders™ Fries SeasonedCRISP® brand Steakhouse Savory Blend, with a mix of garlic, onion, cracked black pepper, and paprika with hints of smoky savory notes.

• Popular Original Cut Smokey BBQ batter flavored skin on SIDEWINDERS™ Fries with a rustic, smokey flavor.

• Original Cut JR Buffalo’s Batter flavored skin-on SIDEWINDERS™ Fries with a bold color and spicy zing.

• Original Cut Bent Arm Ale® Craft Beer Batter flavored skin on SIDEWINDERS™ Fries with rich, amber color and light caramel and molasses flavor notes.

• Original Cut Clear Coated Conquest® Delivery+® batter SIDEWINDERS™ Fries with a 40+ minute hold time.

• Junior Cut Savory SeasonedCRISP® Delivery+® skin on SIDEWINDERS™ Fries with a 30+ minute hold time and craveable savory seasoning.

• Original Cut Clear Coated Conquest® battered SIDEWINDERS™ Fries for timeless appeal.

With a such a wide range of flavors and cut sizes, SIDEWINDERS™ can be used in a variety of menu applications: a plate-filling side, a base for loaded applications, an addition to burritos and skillets, etc.

More importantly, they earn their premium positioning. SIDEWINDERS™ command an average price of $7.16 as a side option, while traditional fries average $6.63.⁷

Request your free sample

Are SIDEWINDERS™ the right fit for your menu? We’d love for you to see them in action and taste the difference. With their unique shape, on-trend flavors, superior crunch, extended hold time (great for delivery and takeout) and operational versatility, SIDEWINDERS™ will become a favorite across your operation. And with their premium fry positioning, they’re also a profitable upgrade.

Ready to boost your fry profits? Request your free sample and see how SIDEWINDERS™ can elevate your menu—and your margins.

¹ Stressed, Bored, and Curious: How Consumers are Approaching Food Shopping Right Now
² Menu Development Keynote Report, Datassential, 2024
³ 2025 Consumer Need States Report
⁴ Industry Overview PULSE Report, Datassential, 2025
⁵ Consumer Preferences, Datassential
⁶ Datassential 2024
⁷ Ignite Menu Data, Technomic, 2024