You need a new advertising agency. Any agency that encourages the use of the “King” as a character in your advertisements, is not helping you. When people watch your commercials, they feel nauseous and that can’t be conducive to burger sales. The King in the bed is a cross between the horse scene in the Godfather and an after school special about pedophiles. The King watching the ballerinas put their hands in some guy’s pockets feels like it should be a scene in Boogie Nights. Your commercials are not hip or clever. Hardees has commercials that are sexy and Target has commercials that don’t hide their appeal to partying college students. You tried to skip the family market and ended up missing all categories of consumers. Fire your advertising agency and find one that has a sense of humor instead of one that is clueless.