Rising potato prices may pressure fry deals
By Sara Shaw • January 25, 2019
In the past two years, restaurant brands have turned French fries into a battlefield, offering deals and new twists to lure in customers. But price pressures from a recent poor potato crop in Europe may soon complicate that strategy. Europe is having one of the worst potato crops in 40 years, and the shortage will likely be felt in export markets soon.
Belgian open-market potato prices are 11 times higher than this time a year ago and those price hikes are expected to ripple through the global markets. While large restaurant brands’ commodities contracts can insulate them from large swings in prices, the European potato shortage will likely impact promotions and pricing.