Burger King Decapitates Its 'King' Mascot [About Time]

[big dog cowboy]

Burger King Decapitates Its 'King' Mascot [About Time]

by Marc E. Babej
Friday, August 19, 2011

Fast-food chain Burger King is making a 180 degree shift in its marketing, with a decision to drop its "King" mascot and focus on — sit down before you read this! — product.

For years, Burger King had placed its bets on edgy commercials by creative powerhouse Crispin Porter + Bogusky, targeting men in their teens and 20s. Crispin's campaigns got a lot of attention, and plaudits from the advertising community. Unfortunately, however, advertising awards don't necessarily translate into sales, and Burger King has been badly lagging main rival McDonald's. According to consulting firm Technomic, Burger King's same-store sales declined 6% in the first quarter; compare that to a 3% rise for Mc Donald's.

This discrepancy in performance is not the result of McDonald's having more "creative" advertising or a hipper mascot (Ronald Mc Donald is many things — hip he's not). But while Burger King was trying to sell consumers an edgy brand image, McDonald's focused on something much more mundane: selling burgers, fries and coffee. The rest is marketing history.

Now, under new ownership, and with a new management and marketing team, Burger King is focusing on what matters: updating the stores, fixing its food and changing its image. As Alex Maccedo, SVP, marketing, put it to USA Today: "People want a reason to go back to Burger King ... There are no plans to bring the King back anytime soon."

http://l.yimg.com/a/p/fi/40/50/18.jpg

Read more: http://finance.yahoo.com/family-home/article/113356/burger-king-drops-king-mascot-forbes

[vta]

I don't know, I always got a laugh out of these...

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[Heisenberg]

I always liked those commercials, but they're right. I don't remember anything about the food they were attempting to sell with any of them.

[Hostile]

I may actually eat there again some day. I haven't in years because of their commercials. I even contacted them about it.

[Muhast]

I always liked those commercials, but they're right. I don't remember anything about the food they were attempting to sell with any of them.


I remember for the 4th they were advertising a burger special for 1.04 for the 4th of July.

Thats it.

[vta]

I may actually eat there again some day. I haven't in years because of their commercials. I even contacted them about it.

:laugh2:

What did you say?

[ChldsPlay]

It's a shame, I love the King. Hate the Whopper/Whopper Jr. commercials though.

Their food is miles and miles ahead of McDonald's.

[Teren_Kanan]

Burger King and McDonalds..

For me it used to be like Pepsi and Coke. I preferred Coke (McDonalds), but I'd drink Pepsi (King) if it was all that was available, or more convenient.

Then came the day (Many many years ago) when Burger King changed their fries into what ever garbage they are today. I no longer eat their, nor will I unless they change their fries back into something worth eating.

I go to McDonalds cause of their fries, as no fast food burger is really anything to write home about.

One fast food burger is about as good as another, some overcooked meat(?) tossed in between 2 pieces of bread and some cheap toppings. It's a burger so it's good. But not all fries are equal =(

I will admit though, I tried one of Burger Kings Jalapeno and Cheese filled burgers, and that was pretty good. So good that I went to the store and bought the ingredients to make my own, much better version.

[Hostile]

:laugh2:

What did you say?
I flat out told them that they had no prayer of me as a customer as long as they had the burger family, King, and other such crap trying to sell me a hamburger.

I actually like BK, but I have not eaten there in years.

[Signals]

The second I saw that king commercial years ago I instantly knew it was going to be a failure.

Restaurants need to do only three things to make money:


Show the food
Talk about how good it is
Offer specials


Anything else that brings sales is just plain lucky.

[big dog cowboy]

I always liked those commercials, but they're right. I don't remember anything about the food they were attempting to sell with any of them.

I feel that way about most advertising. Quite often right in the middle of a commercial I'll ask my wife if the advertising is working. She almost always answers 'no' and I always concur.

[ChldsPlay]

Burger King and McDonalds..

For me it used to be like Pepsi and Coke. I preferred Coke (McDonalds), but I'd drink Pepsi (King) if it was all that was available, or more convenient.

Then came the day (Many many years ago) when Burger King changed their fries into what ever garbage they are today. I no longer eat their, nor will I unless they change their fries back into something worth eating.

I go to McDonalds cause of their fries, as no fast food burger is really anything to write home about.

One fast food burger is about as good as another, some overcooked meat(?) tossed in between 2 pieces of bread and some cheap toppings. It's a burger so it's good. But not all fries are equal =(

I will admit though, I tried one of Burger Kings Jalapeno and Cheese filled burgers, and that was pretty good. So good that I went to the store and bought the ingredients to make my own, much better version.

Heh, I think the fries are the biggest advantage BK has over McD's. Best Fries out of any chain out there IMO. I can't stand McDonald's soggy fries.

[AmarilloCowboyFan]

Heh, I think the fries are the biggest advantage BK has over McD's. Best Fries out of any chain out there IMO. I can't stand McDonald's soggy fries.

I would say exactly the opposite, McD's has the better fries. I never get soggy ones from McDs. They are cripsy and salty and pretty damn tasty.

[Muhast]

Heh, I think the fries are the biggest advantage BK has over McD's. Best Fries out of any chain out there IMO. I can't stand McDonald's soggy fries.

I think Mcdonalds has won several awards for having the best fast food fries over the last decade.


I prefer Mcdonalds over BK, but I hardly ever eat either. After college I stopped eating fast food for the most part. If I do, it's something like Zaxby's instead.

[LeonDixson]

I think Mcdonalds has won several awards for having the best fast food fries over the last decade.


I prefer Mcdonalds over BK, but I hardly ever eat either. After college I stopped eating fast food for the most part. If I do, it's something like Zaxby's instead.
Usually Subway for me.

[ChldsPlay]

I think Mcdonalds has won several awards for having the best fast food fries over the last decade.


I prefer Mcdonalds over BK, but I hardly ever eat either. After college I stopped eating fast food for the most part. If I do, it's something like Zaxby's instead.

McDonald's and "award" or "best" do not belong in the same sentence.

[tupperware]

Hardees has some pretty good stuff. The one here, they tend to never keep things up, so you have to wait a while, but that means its always hot and good each and every time. Last time we went there, the guy who made our onion rings loaded the box up so far it was spilling out, and after putting the box in the bag added more rings left in the fryer to it.

Whereas the 2 McDonalds close to us, it's a crap shoot on whether you get good food or not. They also constantly forget to give us straws with our drinks. Sometimes their fries lack salt entirely it tastes like. Seems like they pulled the spud right out of the ground and machete'd it a few times, no salt at all.

[TheCount]

I love The King, they were some of the best brand awareness ads on television. I don't see why they can't keep him and sprinkle in product ads.

[MonsterD]

I love The King, they were some of the best brand awareness ads on television. I don't see why they can't keep him and sprinkle in product ads.


The reason they are doing so bad isn't their ads it is the nastiness of their restaurants and the food is not that great either.

[Signals]

The reason they are doing so bad isn't their ads it is the nastiness of their restaurants and the food is not that great either.

I'm pretty sure it's both the nastiness and marketing. Doesn't seem as if BK has anything going for it these days.

[casmith07]

I love how Five Guys' advertising is literally all word of mouth.

[Seven]

Hopefully, Barney's next........... ;)

[TheCount]

The reason they are doing so bad isn't their ads it is the nastiness of their restaurants and the food is not that great either.

Wendy's is the only fast food joint I bother to visit, and even there I only ever get the spicy chicken sandwich and a frosty or two during the summer. Just the smell of a bag of McDonalds makes me physically ill. A bag of fast food from one of those places doesn't even smell like food, it's got this very distinctive aroma that you couldn't replicate in your home if you made the same items from scratch.


I love how Five Guys' advertising is literally all word of mouth.

I don't think you can really compare the two. BK and McDonalds are global brands, Five Guys is a niche player and they prefer it that way.

[TheCount]

I'm pretty sure it's both the nastiness and marketing. Doesn't seem as if BK has anything going for it these days.

I do agree that marketing (not advertising, which a lot of people confuse for being the same thing) is BK's problem, The King ads made their brand as popular as its ever been.

A large part of the problem is that while McDonalds was branching out into coffee, smoothies and so on, BK hasn't done anything like that.

[Kangaroo]

I hate MCdonalds and do not eat there I avoided it at all cost. Burger King is the same way and I have eaten a lot of Burger King (That is what you find on every Army Post) AF had McDonalds.

I prefer most the other guys over either of those places.

[Cythim]

Jack in the Box used to have the best fries but they traded down. Now it is Wendy's.


Anyone who disagrees does not know what they are talking about.

[Kangaroo]

Jack in the Box used to have the best fries but they traded down. Now it is Wendy's.


Anyone who disagrees does not know what they are talking about.

Wendys fries use to be the suck before they went to the natural cut fries and I been a fan of Wendys for a while. Wendys also has the best salads better than some restaurants (they actually make them fresh every day my sister use to work for one)


I like Jack in the Box's Sirloin Burgers

[Cythim]

Wendys fries use to be the suck before they went to the natural cut fries and I been a fan of Wendys for a while. Wendys also has the best salads better than some restaurants (they actually make them fresh every day my sister use to work for one)


I like Jack in the Box's Sirloin Burgers

Yeah, Wendy's old fries were soggy and nasty. I think for fast food they have the best options. I love their spicy chicken, it is the perfect level of spicy for me.

[CoCo]

I absolutely loved the King playing in the NFL. He hasn't been as good since then but that was a GREAT idea. I'm bummed to see him go.

Hardly ever eat there or other burger joints but when I do it's the Whopper Jr x 10 over any other.

[ChldsPlay]

Jack in the Box used to have the best fries but they traded down. Now it is Wendy's.


Anyone who disagrees does not know what they are talking about.

I haven't eaten at Wendy's in over 20 years (minus an occasional frosty). I hate their food across the board, and natural cut fries just deters me even more.

[Cythim]

I haven't eaten at Wendy's in over 20 years (minus an occasional frosty). I hate their food across the board, and natural cut fries just deters me even more.

How can you hate their food if you haven't eaten there in over 20 years? I'm pretty sure they have made a few changes since then. ;)

[Signals]

How can you hate their food if you haven't eaten there in over 20 years? I'm pretty sure they have made a few changes since then. ;)
No, they haven't.

[Cythim]

No, they haven't.

No changes? None at all? Amazing that someone can do business like that.

[Illini88228]

I'm amazed by how serious people take their fast food. People either like or don't like regular restaurants, but they love or hate fast food places.

[big dog cowboy]

I'm amazed by how serious people take their fast food. People either like or don't like regular restaurants, but they love or hate fast food places.
Count me as a fast foot hater. It all basically tastes the same. There isn't one I love but at least Wendy's seems freshly cooked and not like it has been under a heat lamp for 3 days.

[CanadianCowboysFan]

I would say exactly the opposite, McD's has the better fries. I never get soggy ones from McDs. They are cripsy and salty and pretty damn tasty.

I would agree, the fries are better at McDonald's. however, I prefer Carl's Jr to both of them.

[cowboyeric8]

I love me some Steak N' Shake

[big dog cowboy]

I love me some Steak N' Shake
No disagreement from me! They don't have any around here so we watch the billboards on every road trip for them.

[MonsterD]

Chic Fil A is the only good fast food place. And the fries there are top 3 for sure.

[BrAinPaiNt]

People are free to like or dislike any place they want and for whatever reasons they want.

I think there have only been two places that I have avoided for an amount of time and it was not so much the food quality as it was for service reasons.

1. KFC - I avoided this place for a few years because every time I would go through the drive through to make an order they would always be out of one of the items I was ordering. Whether it would original recipe (every other style they would have but not that one), out of one of the sides. It was always something. I am not a big fan anyway but would go through to get something the wife wanted.

2. Diary Queen - The drive through is sooooo slow. I can understand it being slow if you order a hamburger because they make those to order. But taking forever to make something like a milkshake or a blizzard in the middle of summer...seriously. No matter what you would order it would take forever. I don't know if that is the norm around the country for them but it is the norm in my area.

[Sam I Am]

I was never really a fan of Burger King food. Didn't really like their burgers or their fries. If I ate there it was usually the chicken sandwich or the hot ham and cheese.

My favorite King video is when he kills Ronald McDonald in a drive by shooting. I've posted it here before, but it always gets deleted. :laugh2:

Anyhow, if you want to see it search Youtube for "Burger King Assassinates Ronald McDonald"

Good stuff!

[BrAinPaiNt]

I was never really a fan of Burger King food. Didn't really like their burgers or their fries. If I ate there it was usually the chicken sandwich or the hot ham and cheese.

My favorite King video is when he kills Ronald McDonald in a drive by shooting. I've posted it here before, but it always gets deleted. :laugh2:

Anyhow, if you want to see it search Youtube for "Burger King Assassinates Ronald McDonald"

Good stuff!

I always got a little laugh from most of the BK King ads. However the one that always creeped me out was when the guy woke up with the King sitting in his bed staring at him.

[Cajuncowboy]

I flat out told them that they had no prayer of me as a customer as long as they had the burger family, King, and other such crap trying to sell me a hamburger.

I actually like BK, but I have not eaten there in years.

Why? It's not like they were the Gogolak family. :D

[Yeagermeister]

People are free to like or dislike any place they want and for whatever reasons they want.

I think there have only been two places that I have avoided for an amount of time and it was not so much the food quality as it was for service reasons.

1. KFC - I avoided this place for a few years because every time I would go through the drive through to make an order they would always be out of one of the items I was ordering. Whether it would original recipe (every other style they would have but not that one), out of one of the sides. It was always something. I am not a big fan anyway but would go through to get something the wife wanted.

2. Diary Queen - The drive through is sooooo slow. I can understand it being slow if you order a hamburger because they make those to order. But taking forever to make something like a milkshake or a blizzard in the middle of summer...seriously. No matter what you would order it would take forever. I don't know if that is the norm around the country for them but it is the norm in my area.

They just didn't like your beard :laugh2:

[BrAinPaiNt]

They just didn't like your beard :laugh2:

This was even before the beard.

Oh well...instead of being like some on here, or out there, I just don't go back to those places for some time.

How in the heck can you be out of original recipe chicken...It is like McDonalds being out of big macs.

So I told the wife, if you want KFC, you can go get it.:laugh2:

Now after a few years I have went back and I have not had the problems as before although I don't go very often.

DQ...I still don't go there because that place has been slow for as long as I remember.

[Sam I Am]

Whataburger is slow as hell, but I like their burgers. Their fries are on par with McDonalds.

[cowboyeric8]

No disagreement from me! They don't have any around here so we watch the billboards on every road trip for them.

Are there any outside the north Texas area? Anytime I'm in the area I stop at one, I wish there were more. Cheap burgers that aren't bad, tiny fries are delicious, and shakes are amazing.

[Aggie87]

One thing here locally is that the McDonald's tend to have play areas for kids and the Burger Kings do not. I don't know if that is the same elsewhere.

I asked a manager at a BK when it opened nearby why they didn't have play areas, and he said it was a corporate decision, due to legal liabilities.

The McD play areas seem to appeal to kids up to about 10 yrs old, with the kid-sized hamster mazes on up to video games. My kids when they were younger always preferred to go to McD's because of that, even though I think BK tastes better.

I imagine they will grow up with a subconscious preference for McD's because it holds more childhood memories and associations. Regardless of who may actually have better tasting food, and regardless of advertising.

[jimmy40]

One thing here locally is that the McDonald's tend to have play areas for kids and the Burger Kings do not. I don't know if that is the same elsewhere.

I asked a manager at a BK when it opened nearby why they didn't have play areas, and he said it was a corporate decision, due to legal liabilities.

The McD play areas seem to appeal to kids up to about 10 yrs old, with the kid-sized hamster mazes on up to video games. My kids when they were younger always preferred to go to McD's because of that, even though I think BK tastes better.

I imagine they will grow up with a subconscious preference for McD's because it holds more childhood memories and associations. Regardless of who may actually have better tasting food, and regardless of advertising.

All my kids like BK better than McD's now that they're older even though they all played in McD's play area.

[Yeagermeister]

Are there any outside the north Texas area? Anytime I'm in the area I stop at one, I wish there were more. Cheap burgers that aren't bad, tiny fries are delicious, and shakes are amazing.

We have one about 10 mins from my house.

[jimmy40]

2. Diary Queen - The drive through is sooooo slow. I can understand it being slow if you order a hamburger because they make those to order. But taking forever to make something like a milkshake or a blizzard in the middle of summer...seriously. No matter what you would order it would take forever. I don't know if that is the norm around the country for them but it is the norm in my area.The DQ closest to me is always pretty fast, the next one down the road is slow but they have different owners.