Columbia, August 14, 2025
News Summary
Rush’s, a fast-food staple in the Midlands, has decided to revert to its original straight-cut fries due to significant customer dissatisfaction with the crinkle-cut version introduced earlier this year. The change will take effect on July 18, 2025. After overwhelming negative feedback, including social media protests, the company’s CEO acknowledged the demand for the classic fries. Rush’s aims to improve its commitment to customer preferences by encouraging feedback on menu items.
Columbia—Rush’s, a cherished fast-food chain in the Midlands, has announced it will revert to its original straight-cut fries starting July 18, 2025, after widespread customer dissatisfaction with its recent introduction of crinkle-cut fries. The decision was made following an overwhelming outcry from patrons who expressed their disappointment over the new fry option that debuted on January 31, 2025.
The chain introduced crinkle-cut fries as part of a strategy to provide a crunchier and heat-retaining option for customers ordering takeout. Initially, this change was embraced with a marketing campaign that featured catchy slogans and social media hashtags, such as “#fryglowup.” However, it soon became clear that the community was not on board with the switch.
Negative feedback began pouring in almost immediately, filling social media with comments nostalgic for the classic straight-cut fries. The frustration reached a peak when a protestor was spotted outside one of the Rush’s locations holding a sign that read, “Honk if you hate Rush’s fries,” illustrating the intensity of the public sentiment against the crinkle-cut option.
As complaints mounted, Rush’s social media posts drew hundreds of critical comments, often despite being related to other menu items. This pattern continued until June 26, 2025, when Rush’s CEO, Don Alcorn, acknowledged the overwhelming demand for the return of the original fries and announced the decision to revert back to the famed straight-cut fries.
The announcement included a video collage of customer comments advocating for the return of the original fries, which quickly garnered over 180,000 views and a significant amount of engagement across multiple social media platforms. Alcorn noted that while the company was prepared for some backlash, the strength of the negative reactions surprised the management team.
This decision to return to straight-cut fries involves logistical considerations, such as arranging to restock the original fries from Idaho, which are a staple of their menu. To ensure prompt service, Rush’s plans to implement direct delivery systems to better manage the supply chain.
Rush’s has been a staple in the Midlands since 1940, beginning with a single drive-in on Broad River Road and expanding to eight locations in Columbia, Lexington, and Camden. The menu is well-known for its burgers, chicken, milkshakes, and beloved fries, contributing to the chain’s long-standing local popularity.
In response to this situation, the restaurant has reinforced its commitment to incorporating customer feedback into their menu decisions, encouraging patrons to utilize comment cards and share their opinions through various communication channels. The franchise is emphasizing that customer preferences remain at the forefront of their operational strategy.
Frequently Asked Questions
What prompted Rush’s to change from crinkle-cut fries back to straight-cut fries?
The switch back to straight-cut fries was prompted by significant customer dissatisfaction with the new crinkle-cut option, accompanied by overwhelming feedback and protest.
When will the original straight-cut fries be available again?
The original straight-cut fries will be available again starting on July 18, 2025.
What were the reasons provided for introducing crinkle-cut fries?
Crumble-cut fries were introduced to provide a crunchier texture and maintain heat better for takeout orders, based on customer requests for better fry options.
How has Rush’s responded to customer feedback regarding menu changes?
Rush’s has stated they value customer feedback and encourages patrons to share their views through comment cards and various other channels.
Key Features of Rush’s Fry Update
| Feature | Description |
|---|---|
| Original Fry Type | Straight-cut fries will be reinstated. |
| Return Date | July 18, 2025. |
| Customer Feedback | Overwhelming dissatisfaction with crinkle-cut fries prompted the change. |
| Historical Significance | Rush’s has been operating since 1940, local staple. |
| Logistical Challenges | Securing supply chains for original fries from Idaho. |
Deeper Dive: News & Info About This Topic
HERE Resources
Additional Resources
- The State: Rush’s Original Fries Return
- WIS TV: Popular Midlands Restaurant Bringing Back Fan Favorite Food
- Post and Courier: Rush’s Returns to Original Fries
- Wikipedia: French Fries
- Cola Daily: Rush’s Celebrates Return of Original Fries
- Google Search: Rush’s Restaurant Return of Fries
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