MIAMI (CBS4) – The King has left the building at South Florida-based Burger King.
The restaurant’s spooky “The King” mascot is retiring so the struggling burger chain can refocus its marketing to reach new customers, the company announced.
The mascot has been around for years, but recently has become a more prevalent and somewhat creepy presence in ads – showing up in people’s beds and peeping in their windows.
The fast food chain, with its headquarters at 5505 Blue Lagoon Drive in Miami, has suffered declining sales. The company announced that it will roll out a new advertising campaign this weekend sans “The King” that will focus on its burgers. The campaign is the first since Burger King switched advertising agencies in July.
In July, CBS4 reported that Burger King was one of 19 restaurant chains to offer healthier kids meals in the nationwide fight against childhood obesity. The restaurant said that they will include healthier options on their children’s menus.
In June, Burger King and McDonald’s joined Kentucky Fried Chicken and Taco Bell as the lowest ranked chains in Consumer Reports first ever major fast food ratings.
The survey’s results were based on the responses from 36,733 subscribers who made more than 98,000 visits to 53 fast-food chains.
In the end, only 21 of the 53 chains received high marks for food and service.
“We won’t be seeing The King for a while,” a Burger King spokesman said.
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