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.

The restaurant’s mascot is retiring so the struggling burger chain can refocus its marketing to reach new customers, the company announced. (Source:

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.

(©2011 CBS Local Media, a division of CBS Radio Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed. CBS4 news partner The Associated Press contributed material for this report)

Comments (4)
  1. Tammy says:

    Low rating has nothing to do with “The King”. Customer service is horrible. Found 2″ bone in Tendercrisp Chicken Sandwich. Brought it to their attention and was told they wont issue a refund but would replace sandwich. Called corporate office the next day and was told that I would receive call back regarding the incident. No call. Glad they are choking now! Will NEVER be back.

  2. Web Surfing Martinez says:

    The McDonald Clown should be Next !

  3. Gigi says:

    Why not replace him with a friendly dictator like Hugo Chavez or Fidel Castro?

    1. Women's Rights says:

      LOL. I cannot imagine one of those faces in the BK logo.

      But on a serious note that would really offend the people who have lost family members to those tyrants.