The boss of Burger King, John Chidsey, gamely posed for pictures in Miami this week next to the company mascot - a bling, bearded, golden figure with a broad fixed grin called The King.
The shiny, medallion-laden character is central to the fast-food chain's efforts to improve its image by adopting an air of deeply ironic cool. Chidsey told USA Today that he likes to be called "chief burger flipper". He wants Hollywood to make a movie, Above The King, about someone who lives upstairs from a Burger King.
It takes a certain personality type to be chief executive of a fast-food firm. You have to be, shall we say, game for anything - including crimes against the digestive system.
Chidsey's favourite burger is a Double Stacker with extra sauce.
His counterpart Greg Creed at Taco Bell, the Mexican-style fast food chain, told reporters following an e.coli outbreak in December that he eats the firm's greasy tortillas "every day".
McDonald's boss, Jim Skinner, feels similarly obliged to declare he frequents his own chain "almost daily" but his preferred option is more ascetic - a quarter-pounder plain.
No cheese, no condiments but just a slice of meat in a bun. It's enough to make anyone behave slightly peculiarly.
I supposed it could be worse. You could be Bernard Matthews.
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