Burger King once had a competitive edge over McDonald's through its uniquely quirky commercials. Notably, during the mid-2000s, a series of advertisements featured a perpetually-smiling King, momentarily thrusting the fast food chain into the limelight. Despite an initial surge in sales and the King's popularity leading to a trio of Xbox games, Burger King struggled to deliver a dining experience as enjoyable as the character's persona. This enduring challenge raises the question: What went wrong?