Burger King executives have admitted that their King mascot was “creepy” and say they’re moving past that era in favor of a more family-friendly image.

The fast-food chain acknowledges that its family-unfriendly reputation was largely tied to the “Creepy King” mascot, which debuted in 2004 and was eventually retired in 2011.

Burger King executives admitted that the mascot’s unsettling image alienated some customers, particularly families with young children.

“We had a number of learnings from ‘Creepy King,’ and we’ve moved away from him because he had limited appeal,” Burger King CMO Joel Yashinsky told reporters.

That’s not the only thing Burger King is doing to bring families back into their restaurants.

Restaurant Business reports that Burger King is actually going in the oppos

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