Burger King will expand its fast food empire this summer by opening its first store in Belgium.
But the real-life king of Belgium seems to be less than amused by the role he's inadvertently played in the burger giant's advertising campaign.
Burger King's campaign asked Belgians to vote online to "crown" the chain as the true ruler of the country.
"Who will be the new King of Belgium? Let the people decide."
The burger chain's website even asks people who chose Belgium's King Philippe, "Are you sure ... ? He won't be the one to cook your fries."
Belgium's royal family told the BBC they've contacted Burger King about using the king's image for commercial purposes.
"We told them that we were not happy with them using an image of the king in their campaign," palace spokesman Pierre-Emmanuel De Bauw told Reuters.
De Bauw added in a statement obtained by the BBC that because the king's image is being used for commercial purposes, the royal family would not have given the company authorization.
A spokeswoman for Burger Brands Belgium told Reuters the company is still working to determine whether they will change their advertising strategy.
"Should we make a change to our campaign we would communicate that," the spokeswoman added.