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Fatburger Says They Are Rebranding To Skinnyburger

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MarketWatch - Fatburger restaurant chain parent FAT Brands Inc. FAT, -1.07% said Wednesday it is re-branding as Skinnyburger. FAT, which stands for Fresh, Authentic, Tasty, said it was changing its name because of “popular demand” for the top-pick menu item. The Skinnyburger is a low-carb, lean-beef burger made with two patties in lieu of buns. The stock, which was still inactive in premarket trade, has lost 24.4% over the past 12 months, while the S&P 500 SPX, -0.35% has gained 7.9%.

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What do you do when your name is “Fatburger” when the entire country is becoming health conscious, when Impossible Burgers are taking over the universe and when your stock is down 24.4% over the last year?

Well, you do this:

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Obviously!

Just the complete 180. I get it in some respects, when you’re on a road trip and you see a sign for “Fatburger” you immediately think of the massive amounts of diarrhea that will come with it. Nobody wants to be hauling ass down I-81 and be pissing out of their asshole every 12 minutes because they had a Fatburger. So you get McDonald’s instead, something you know you can trust.

But at the same time, I for sure am NOT pulling over for a “Skinnyburger”. FOH. Nothing sounds appetizing about a fast-food “skinnyburger”. Sounds like yuppie food that some “influencer” would get paid to take a picture with that promises to help you lose stomach fat in 5 easy steps.

It would make me laugh though if this is the only change they make. They call it Skinnyburger and literally nothing on the menu changes at all. They still have triple cheeseburgers and french fries smothered in bacon grease and milkshakes, so when people go to a Skinnyburger thinking they are being all healthy and #fit, they have literally 1 healthy option.

The other possibility here is they are pulling an IHOP and will backtrack in a couple days. Remember when IHOP thought for a second they were gonna serve the world’s best burgers and they got dunked on by the entire internet? That could be what’s happening here. We shall see, my friends. We shall see.

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