Chains leave mascots behind in search for sophistication

07/21/2013 | CNBC

Quickservice chains' quest to keep up with fast-growing fast-casual rivals has led many to leave the mascots that built their brands in the dust, analysts say. KFC's new fast-casual concept doesn't include the Colonel, Burger King retired its namesake royal in 2011, McDonald's shows less of Ronald and hasn't used the Hamburglar or Grimace in about a decade, and Taco Bell's talking Chihuahua hasn't made an appearance since 2000.

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