Burger King drops king mascot to focus on food

    Burger King will ditch its royal mascot to instead focus on promoting its food.

    The fast food chain has signed with a new marketing team that will sell the company’s products without the help of its giant-headed king.

    Forbes cites a consulting firm’s numbers that show a 6 percent decline in BK sales in the first quarter and a 3 percent increase in sales at McDonald’s. Seems commercials that show the food you sell work a little better than a character. Note this story you’re reading about Burger King involves a mascot and this recent one about McDonald’s details menu changes.

    Burger King will go that route too, as it launches its new campaign: the California Burger made with guacamole. And no creepy king lurking on the screen.

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