New Burger King management overthrows King; attempts to go healthy - Polidicks

[url]http://www.usatoday.com/money/industries/food/story/2011/08/Burger-King-freshens-fast-food-image-kicks-King-to-the-curb/50046768/1[/url] [quote=USA Today]In the first of many steps to reinvent itself over the next year, the struggling fast-feeder Friday will [b]announce that it's dethroning the creepy King character — and other wacky, teen-targeting stuff — and refocusing on a customer it had all but forgotten: Mom.[/b] In a new ad campaign set to air this weekend, Burger King will nationally roll out the California Whopper on Monday, made with what's arguably the gastronomic trend of 2011: guacamole. In a serious image twist, the entire commercial shows only the sights and sounds of the fresh ingredients being washed, sliced and diced. There are no words, just pulsating music. Industry experts say the move may be Burger King's (BKC) best bet of giving Ronald McDonald any hint of competition. [b]In a world where Cheesecake Factory now has a low-cal menu and even Sizzler touts the freshness of its grub, Burger King is latching onto the all-critical fresh-and-healthy-food factor[/b]. "Call it the Whole Foods effect," says Ron Paul, president of consulting firm Technomic. Target's bragging about fresh food, he notes. 7-Eleven's touting it. And Subway's made billions from that premise. "Fresh is it," Paul says. But under new ownership, [b]Burger King has yet another new CEO, marketing chief and agency[/b]. Perhaps the most consistent thing for BK over the past two decades has been its inconsistency. "People want a reason to go back to Burger King," says Alex Macedo, senior marketing vice president. By spending the next year fixing the food, modernizing stores and updating its image, the No. 2 burger chain will convince folks it's time to return, he says. [b]"There are no plans to bring the King back anytime soon,"[/b] he adds. The first ads tout the limited-time California Whopper ($4.49, with guacamole, Swiss cheese and bacon) and a re-intro of the Breakfast Croissan'wich. [b]Behind the effort is Burger King's new agency, McGarryBowen, which is the cosmic opposite of its former edgy agency, Crispin Porter + Bogusky.[/b] "We're re-igniting the latent feeling that people have about Burger King," says Gordon Bowen, chief creative officer at McGarryBowen. That won't be easy. The chain's same-store sales were down 6% in the first quarter, while McDonald's were up nearly 3%, Technomic says. [b]When it comes to matters of perceived fast-food quality, Burger King not only lags behind McDonald's but Subway and even KFC[/b], says Robert Passikoff, president of Brand Keys, which surveys consumers on preferences. "There was a time when price value was king," says Passikoff. "Now, healthy choice and quality drive the category."[/quote] The King himself, who has since retired to his castle in Carcosa, could not be reached for comment.

But the creepy perverted king made the commercials funny. But anyhow, when I want fast food I don't particularly care what place I go too. I just go to whatever place is most convenient for me.

Burger King is better than McDonalds or Wendys, I don't get how they are struggling.

Cool that they are going healthy but nnooooo King. Come back man. :'( He's probably one of my favorite mascots in advertising.

His reign of terror is over [img]http://marieantoinettequeenoffrance.org/wp-content/uploads/2011/02/Execution-of-Louis-XVI.gif[/img]

Is there any local or smaller hamburgers chains in america? I always perfer them over mc donalds or burger king. And why remove something that give so much PR for Burger King, kinda stupid.

Don't forget Arby's and some others.

[QUOTE=PollytheParrot;31854094]Don't forget Arby's and some others.[/QUOTE] I like Arbys :saddowns:

I heard that In n Out is amazing but there aren't any near where I live There is a Five Guys but then I have to take the train just to get there

Remember this? [img]http://www.xboxspace.com/wp-content/uploads/pocketbikeracer.jpg[/img]

[QUOTE=HazeFyer23;31854231]Remember this? [img]http://www.xboxspace.com/wp-content/uploads/pocketbikeracer.jpg[/img][/QUOTE] I still have that game. No Xbox to play it though.

Great... The only place that wasn't over-rated on it's food, and the only place where I can eat a decent burger with the option to get 1-4 patties of meat in one burger. Time to go to Wendy's.

Goodnight, sweet, perverted, creepy prince. I will see him everyday, in the faces of chubby retarded children.

I don't see why fast food restaurants are getting on this guacamole trend. guacamole is disgusting.

Guacamole is good but the shit they squeeze on fast food is trash.

[QUOTE=Sanius;31854402]Guacamole is trash.[/QUOTE] ftfy. It's basically a creamy pile of green turd.

Hopefully with B.K trying to become healthier, we'll have more than 13 processing plants.

McDonalds is good, but I prefer this local place called Dicks. :v: [url]http://www.ddir.com/[/url] Good stuff.

Their Steakhouse burger was pretty fucking tasty. It'll be a shame if it goes

I'm having this image of fast food mascots singing L'Internationale while shooting at the King's castle.

For me its Wendy's > BK > McD

[QUOTE=PollytheParrot;31854480]ftfy. It's basically a creamy pile of green turd.[/QUOTE] What you eat a fast food restaurants is green turd. [img]http://i.imgur.com/6eoAm.jpg[/img] This is real guacamole dip. It's relatively easy and inexpensive to make at home so that's a plus.

You can't overthrow the [i]mother fucking king.[/i]

I like Burger King over McDonald's, the Whoppers are simple but I like them, and they're big, while the Big Mac is just a regular sized burger but with 3 buns and two patties. [editline].[/editline] Dammit, you can't get rid of the Whopper. That's Burger King's iconic burger. What the hell are they doing?! [editline].[/editline] This is what's going to happen to Burger King. [media]http://www.youtube.com/watch?v=_jyAsU37xs8[/media] They tricked people into thinking they really discontinued the Whopper as a joke, and now they're doing it for real.

Big fast food chains like McDonalds and Burger King are really inconsistent. Sometimes they're really good (relatively) and at other times it's like eating a bucket of salt and sugar.

[QUOTE=Ninja Duck;31854765] Dammit, you can't get rid of the Whopper. That's Burger King's iconic burger. What the hell are they doing?![/QUOTE] I don't think they are getting rid of the whopper. They just have the California whopper as a new item for a limited time.

[QUOTE=HazeFyer23;31854231]Remember this? [img]http://www.xboxspace.com/wp-content/uploads/pocketbikeracer.jpg[/img][/QUOTE] We need a source engine port pronto.

[QUOTE=Priori;31854864]We need a source engine port pronto.[/QUOTE]A King ragdoll for Gmod would be the best thing ever. One should be ported from that game in memoriam.

hehehe, In n out is what makes California great. They're everywhere here

Honestly if I had to get a fast food burger it was always Wendy's, and if possible Five Guys. McDonalds and Burger King were always if I was really desperate. They need to focus on food quality and start marketing fresh and cooked to order, because right now they're in competition with McDonalds for the "Shit it's the only thing open/around that's cheap, quick, and sells burgers." market.