"The King is dead - Long live the King"
Burger King has decided to drop its "King" mascot and focus on its products. WOW, focus on your products what a novel idea! Why kill the "King" mascot, which has been the commercial face of Burger King? Could it be that Burger King has been badly lagging main rival McDonald's for a long time.
Burger King, under new ownership, management and a new marketing team has decides to scrap its mascot and focus on updating its stores, fixing its food and changing its image. Time and burger sales will tell if the move was a good one.