Filed under: Products and services, Marketing and advertising, McDonald’s (MCD), Burger King Hldgs (BKC)

This post is one in a series on prominent company nicknames. See all 25, and share your thoughts and memories about BK below in the comments.

Is there any advertising icon more creepy than the Burger King (NYSE: BKC) King? I get nightmares myself each time the mascot appears on the small screen. My opinion, though, might be in a minority since the character seems to be wildly popular.

Unlike McDonald’s (NYSE: MCD), Burger King isn’t afraid to be edgy and even annoying. I always have to turn the volume down on my Television whenever a BK spot is on the air or my ears will start to bleed otherwise. Burger King tried being like McDonald’s and got its butt kicked. I’m old enough to remember when the king was a cuddly cartoon. That strategy has now shifted and all of the in-your-face marketing appears to be paying off.

Shares of the number two burger chain are up 17% over the past year as cash-strapped consumers forgo casual dining chains for fast food. Wall Street analysts consider the stock a buy. The company is expected to post earnings of 34 cents per share on revenue of $633.26 million when it reports results Aug. 21, according to Thomson Reuters. Those are respectable numbers especially given the current economic environment.

All is not absolutely calm in Whopper land. Franchisees are balking at new late-night hours, and the Miami company, like each food business, is being slammed by high commodities prices. But at the end of the day, Mel Brooks had it right in History of the World Part I: “It’s good to be the king.”

Share This

Share This