Submitted by Mark Esposito, Guest Blogger
The creepy, plastic, perpetually grinning Burger King mascot is no more according to spokesperson, Miguel Piedra. “We are food-centric, and we want to appeal to a broader audience,” he added. First appearing in print ads in 1955, the King will be dethroned this month but may appear in another form, accoridng to the spokesman.
A restaurant concentrating on food quality? What a concept.
The struggling fast food giant has been hard hit by the economy and has seen its target market of working young males shrink as the recovery lags. Now instead of focusing on an economically sensitive group, Burger King (BK) is looking to that staple of society, moms, to prop up its lagging sales.
BK has been resistant to change unlike McDonalds and Subway which have been pitching the health benefits of their new offerings. Despite criticism, BK has held the line with bigger burgers, fried foods, and greasy fries as it seeks to raise market share. T’aint working. Of the big four, (McDonalds, Subway, and Starbucks), only BK’s profits have fallen and by a hefty 2.5%.
Nest week BK will unveil the new California Whopper, with what else, guacamole as a key ingredient. Not sure how the burger covered in swiss cheese, bacon, and guacamole fits into a healthy diet, but that’s the “mom strategy” the company has spent millions on developing. Maybe the word “California” will make mom’s dream of sandy beaches and Arnold Schwarzenegger’s pecs. Quite the irony here, as California has led the nation is preaching the hazards of high fat, high salt diets like the offerings from “The King.” We read about those efforts on this blawg.
Speaking of “The Terminator” maybe he can be the next mascot. After all that ubiquitous symbol of the healthy California lifestyle is always grinning and good with working moms!
Source: NY Daily News
~Mark Esposito, Guest Blogger