The King Is Dead; Long Live the Clown

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Will work for burgers! Photo: Melissa Hom

Ronald McDonald should count his lucky stars! Despite repeated calls for the clown’s ouster, he still leads a charmed life of making kids fat being the face of Mickey D’s. But things haven’t been quite as fortunate for Burger King’s creepy King mascot. Yesterday the world’s No. 2 hamburger chain announced that as part of a top-to-bottom makeover, it’s killing him off.

The Miami Herald reports that the King’s ouster is one of several big changes the company is making in an effort to turn around sagging sales. “The King is not our brand,” Burger King’s president, Steve Wiborg, told the paper.

Along with the mascot, Burger King is also ditching its $1 value menu items and just about everything else except for its signature Whopper. A new menu will feature lighter, healthier items, like salads, wraps, granola, and yogurt parfaits. And where it’s not trimming the fat, Burger King is pushing quality ingredients. One of the newly minted burgers it’s test marketing is a home-style burger served with thick-cut bacon on a brioche bun. Ooh la la!

Burger King goes for new look, menu [Miami Herald]
Burger King’s new ad agency has high-profile experience [Miami Herald]