Burger King has decided to dethrone their King mascot and focus on food because its sales have been badly beaten by its competitor McDonald’s. Burger King also fired their edgy advertising agency Crispin Porter + Bogusky whom introduced burger consumers to the King.
In the first quarter, Burger King saw store sales decline by 6 percent while McDonald’s rose in sales by 3 percent. McDonald’s sales have been increasing, not because of a better advertising campaign or a national restaurant remodel, but by selling more burgers, fries and coffee.
The first new change that Burger King will launch is the ‘California Whopper’ sandwich, which is topped with guacamole, melted Swiss cheese and bacon. It also includes have–it–you–way toppings of fresh lettuce, tomatoes, onions and a quarter-pound of flame-grilled beef.
"Our consumers tell us they love our great–tasting, high–quality food, and that’s exactly what we’re featuring in our new marketing and advertising,” said Alex Macedo, senior vice president, North America marketing, Burger King Corp.
But if sales of the new sandwich fail with burger consumers, it too may be dethroned like the King.