Dilution in the Name of Innovation

I seem to be writing a lot about fast food lately.

Anyway, have you noticed what Burger King and McDonald's have in common with their latest "new" products?

Both have simply re-presented an existing product as something innovative, new, exciting, and promotion-worthy.

McDonald's has their "mac snack wrap" (notice the edgy lower-case 'm'? How 2.0!). It's a Big Mac in a wrap (but smaller).

Burger King is pushing their "BK Burger Shots". They're basic hamburgers - but smaller. Wow!












It's an interesting approach, and not as stupid as it might seem at first: the brands can offer a price incentive on popular items without actually affecting the pricepoint of their popular items.

Unfortunately, it's kind of boring.

As well, I wonder if these "new" products will simply dilute sales of the main menu items.