Burger King has long-prided itself on making great-tasting, totally bad for you, value-priced food – an American-principled company if you will. But alas, those days are coming to a close as the company has decided to put the kabash on the oddly creepy King mascot.

“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.

“There are no plans to bring the King back anytime soon,” he adds.”There was a time when price value was king,” says Passikoff. “Now, healthy choice and quality drive the category.”

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