Without tipping off rivals, mr. Waldron nonetheless offered a few hints as he left his office, where the french-fried onions remained scattered on his table, and headed downstairs to the company's Betty Crocker test kitchens. There, Kelly Thompson, production services manager, was cooking up several dishes of hamburger helper, including the Philly Cheesesteak, which gives off a strong, familiar aroma. Ms. Thompson has been impressed with the performance of some of her competitors, she said, but she wonders how long their success will last. That's why the meat comes wrapped in plastic in the display cases.
People like to see what they're getting.
They like the control factor. As competition continues, she said, innovation will be more important than ever. Consumers haven't tired of Hamburger Helper the past 30 years in part because the company continues to unveil new flavors. Bold new flavors, such as Philly Cheesesteak, can accomplish more, brining in first-time customers and persuading old ones to buy more flavors than they had planned. And the french-fried onions, which can be sprinkled on lightly or liberally, give the consumer a heightened sense of involvement in the cooking process.