Stop the presses! (Oh, wait. This is the web: Refresh your browser!)
Reacting to its own version of the New Coke debacle, burger syndicate Shake Shack has announced that it would again serve crinkle-cut fries.
Shake Shack's decision last year to go to hand-cut russets was met with skepticism. It certainly was more labor-intensive and required retrofitting about half of the chain's stores. Local shops are in Center City, University City and King of Prussia.
Many tasters believed that Shake Shack's thin fries were its weak link in the upmarket-burger world's familiar burger-fries-shake product line.
in a message Friday on the chain's blog, Shack CEO Randy Garutti said crinkle-cut fries would return in November.
"We didn’t fully appreciate the simple, tactile pleasure and the emotional attachment our fans have to the crispiness, the ridges and pure joy that these fries bring to guests of all ages," he wrote.
"Even fans that genuinely appreciated what we were trying to do continued to remind us that they just wanted the crinkle cuts back. It’s humbling to know that so many people care so deeply about our menu."