Burger King Mascot Retiring
August 20, 2011 by staff
The move is part of Burger King effort to reinvent itself since a private equity firm bought it last year. While the pet had been around a while majestic, the king was not enough resonance with customers to meet Burger King in this difficult economic and competitive environment.
“We did some extensive research, and again and again people said the distinguishing feature that makes the love of Burger King is the quality of our food,” said a spokesman. “We’re a food company, so we have a distribution of food-centric.”
Same-store sales for Burger King have been declining in recent quarters, while McDonald’s’ s (MCD) rose 4.5% in the U.S. in the second quarter and the company of Wendy ‘s (WEN) rose 2.3% in North America for the second quarter.
While Burger King had hoped that a recent refurbishment of the King would be a hit with its target audience – men in their 20 years – the latest announcements, the character gave a vibration a little creepy place, with the real rogue’s sneak people looking for beds and windows.
The new approach, leaving aside the King, the restaurant is the first marketing effort, because it changed the advertising agencies Dentsu Inc. ‘s (4324.TO) mcgarrybowen in July, replacing MDC Partners Inc.’ s (MDCA) Crispin Porter + Bogusky.
The switch also comes as fast-food chains are under pressure to veto its cartoon mascot, in the light of the growing childhood obesity problem in the U.S.
McDonald has received much criticism about his character Ronald McDonald lately. While the company has added more healthy meals for their children and offers promotions launched to encourage children to be active, McDonald said he does not retire Ronald.
McDonald also reiterated that, for years, Ronald has not been portrayed as eating food promotion; agree with the theory that food is the sale of food, not the pet.
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