Google Chrome flags not working

When trying to use a shortcut in Chrome like:

"C:Program FilesGoogleChromeApplicationchrome.exe" --app=https://www.google.com --start-fullscreen

it doesn’t open in fullscreen mode—even when run as an administrator. It appears to launch in a sort of kiosk mode, without the address bar, but not in fullscreen as expected (like when pressing F11).