Farewell to The King who might just be Fast Food’s weirdest mascot. He will best be remembered for his eerie smile, his Victorian era cloak, and his controversial yet puzzling commercials. His peculiar SpongeBob SquarePants inspired remix of “baby got back”, which sadly is permanently engraved in mind, even left Sir Mix A Lot scratching head. It has literally been one bizarre commercial after another during The King’s reign. With the executive decision to overthrow The King, comes a new vision of marketing, and of course, less nightmares for children who no longer need to see his creepy face on television. Congratulations to Burger King for finally coming to their senses.
Why the sudden change, you ask? Well, Burger King has decided to undergo some drastic changes in order to compete with McDonalds, who recently had success by updating their image. Burger King will not only be revamping their interior, they will also be revising their menu to include healthier options.
But wait…isn’t this the exact opposite of everything Burger King stands for? Healthy options? Isn’t this the home of the Triple Whopper? The BK Quad Stacker? The Steakhouse XT Burger? Last I heard, these weren’t on the Weight Watcher diet plan.
Burger King will no longer only be targeting young males, which has long been their core audience. Instead, they will be catering to women and more health conscious consumers by serving things like Mango smoothies, Asian chicken salads, BLT wraps, etc. The Whopper will still be the flagship item on the menu, but Burger King plans to introduce many new items soon.
One can only question Burger King’s new marketing strategy. They are abandoning their target audience of young males which have made them the #2 Burger Chain in the country. It’s like they say, “if you can’t beat em’, join em’”. That’s exactly what Burger King is doing by copying competitors like McDonalds, trying to mirror their success by including healthier options. In an effort to gain more female consumers, Burger King may be hurting their image amongst young males, the same people that have made their chain so successful throughout the years.
We will have to wait to see if Burger King’s new initiative pays off. I, for one, definitely have my doubts. In the meantime, let’s say goodbye to The King. One can only hope he hasn’t heard the news yet, otherwise he might be found face down in the moat.