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."

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...

[youtube]YGriO85UGLg[/youtube]

[youtube]CaXlpB9UvCY[/youtube]

 

[Tusan_Homichi]

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?

 

[Kevinicus]

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.

 

[Kevinicus]

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.

 

[Khartun]

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.

 

[Kevinicus]

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.