Did a new chain restaurant open in Chicago? People in one neighborhood were surprised to see their local Burger King converted to a 'Fries King.' What's going on?

The photo of FRIES KING was uploaded to Reddit's r/MildlyInteresting board recently showing the 'former' Burger King location on Southport Avenue in Chicago.

Fries King appears to be a marketing gimmick for Burger King to promote their new crinkle cut 'Satisfries' french fries.

Logging on to FriesKing.com redirects to BK.com.

UPDATE 11:45AM

Burger King's Facebook page has been re-branded as 'Fries King - Formerly Burger King.' A photo album of 'Fries King' locations includes the caption 'And you thought we were bluffing. From now on, it’s all about the fries!'

Update 12:40PM

Industry trade publication AdWeek picked up the Fries King story with an article that focuses in on the confused reaction of consumers to the marketing.

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