{"id":1803063,"date":"2026-07-17T10:33:21","date_gmt":"2026-07-17T08:33:21","guid":{"rendered":"https:\/\/lexpress-franchise.com\/es\/ultimas-noticias\/burger-king-pone-fin-acuerdo-con-el-xokas\/"},"modified":"2026-07-17T11:18:35","modified_gmt":"2026-07-17T09:18:35","slug":"burger-king-pone-fin-a-su-acuerdo-con-el-xokas-tras-sus-declaraciones-machistas-y-clasistas","status":"publish","type":"post","link":"https:\/\/lexpress-franchise.com\/es\/ultimas-noticias\/burger-king-pone-fin-acuerdo-con-el-xokas\/","title":{"rendered":"Burger King pone fin a su acuerdo con El Xokas tras sus declaraciones machistas y clasistas"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Burger King Espa\u00f1a ha puesto fin a su acuerdo con el <em>streamer<\/em> El Xokas tras una serie de declaraciones machistas, clasistas y racistas difundidas en directo ante millones de seguidores. El men\u00fa con su nombre desaparece de la web de la cadena. Un episodio que ilustra los riesgos reputacionales que asumen las <a href=\"https:\/\/lexpress-franchise.com\/es\/nuestras-franquicias\/\">redes de franquicia<\/a> cuando vinculan su marca a figuras p\u00fablicas de alto perfil.<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">Joaqu\u00edn Dom\u00ednguez, conocido en internet como <strong>El Xokas<\/strong>, era imagen oficial de <strong>Burger King Espa\u00f1a<\/strong> con un men\u00fa personalizado que llevaba su nombre. Sus millones de seguidores en plataformas de <em>streaming<\/em> lo convert\u00edan en un veh\u00edculo de comunicaci\u00f3n atractivo para una marca que busca <strong>conectar con audiencias j\u00f3venes<\/strong>. La ruptura se anunci\u00f3 el <strong>16 de julio de 2026<\/strong>, despu\u00e9s de que una serie de pol\u00e9micas desbordara el debate digital para instalarse en los medios nacionales y en el hemiciclo del Congreso, seg\u00fan  ha publicado El Pa\u00eds.<\/p>\n\n\n<div class=\"lf-gut-blog-post-cta-efference\" style=\"border-color: var(--primary);\"><div class=\"lf-gut-blog-post-cta-efference__icon\" style=\"color: var(--primary);\"><svg class=\"icon-thumb-up\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"35\" height=\"35\" viewBox=\"0 0 48 48\" fill=\"none\" style=\"color: var(--primary);\"><path fill=\"currentColor\" d=\"M21.4998 4.89989L20.8499 4.13985L20.8474 4.14202L21.4998 4.89989ZM26.5397 4.89989L27.1922 4.14197L27.1842 4.13526L26.5397 4.89989ZM29.6998 7.62011L30.3547 6.86441L30.3522 6.86223L29.6998 7.62011ZM40.4197 18.3401L41.1776 17.6877L41.1754 17.6851L40.4197 18.3401ZM43.1398 21.5L43.8998 20.8501L43.8977 20.8476L43.1398 21.5ZM43.1398 26.54L43.8977 27.1924L43.9044 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32.4199V30.4199Z\"\/><\/svg><\/div><span class=\"lf-gut-blog-post-cta-efference__title lf-transform-none\">LEER TAMBI\u00c9N<\/span><div class=\"lf-gut-blog-post-cta-efference__lede\">\n<div class=\"wp-block-lexpress-highlighted-text-v2 lf-gut-blog-post-cta-efference__lede\">\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/lexpress-franchise.com\/es\/articulos\/historia-de-burger-king-cifras-fechas-clave\/\">Historia de Burger King: cifras y fechas clave<\/a><\/li>\n<\/ul>\n<\/div>\n<\/div><\/div>\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-afb14d8a9c0eec69ba7011e3b747e9f9\">Los comentarios que precipitaron el fin del acuerdo<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Durante una retransmisi\u00f3n en vivo, El Xokas <strong>insult\u00f3 a la madre de un espectador y alarde\u00f3 de sus ingresos publicitarios<\/strong>: &#8220;He ganado m\u00e1s en una <em>promo<\/em> de Burger King que tus padres en 20 a\u00f1os trabajando&#8221;. El comentario clasista se viraliz\u00f3 de inmediato y acumul\u00f3 cr\u00edticas en las principales plataformas digitales.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El episodio lleg\u00f3 d\u00edas despu\u00e9s de otra pol\u00e9mica protagonizada por el <em>streamer<\/em> en relaci\u00f3n con la actriz <strong>Ester Exp\u00f3sito<\/strong>. Reconoci\u00f3 que la consideraba f\u00edsicamente atractiva, pero afirm\u00f3 que <strong>no merecer\u00eda la pena relacionarse con ella por sus ideas pol\u00edticas<\/strong>, compar\u00e1ndola desfavorablemente con mujeres de menor perfil p\u00fablico. El conjunto de declaraciones acumuladas cruz\u00f3 la frontera del debate digital para convertirse en un tema de alcance nacional, de acuerdo con el citado medio.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-a2ba987d1844a294e5e61709c8407d2f\">Burger King retira el men\u00fa y emite un comunicado de disculpa<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Burger King Espa\u00f1a<\/strong> public\u00f3 un comunicado en sus redes sociales en el que dejaba claro que las palabras del creador de contenido son incompatibles con los principios que defiende la cadena. El men\u00fa con el nombre de <strong>El Xokas<\/strong> desapareci\u00f3 de la plataforma digital de la marca. Aunque su presencia en las redes sociales de la marca de hamburguesas sigue presente en el momento de escribir este art\u00edculo.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"320\" height=\"360\" src=\"https:\/\/lexpress-franchise.com\/wp-content\/uploads\/2026\/07\/burger-king-comunicado-cancelacion-colaborador.png\" alt=\"burger king anuncia cancelaci\u00f3n de colaboraci\u00f3n con el xokas\" class=\"wp-image-1803070\" style=\"aspect-ratio:0.88892264953555;width:452px;height:auto\"\/><figcaption class=\"wp-element-caption\"><em>Comunicado de Burger King publicado en la web de elDiario.es.<\/em><\/figcaption><\/figure>\n<\/div>\n\n<div class=\"lc-gut-blog-post-author-quote\" style=\"--color: #e74c3c; \"><div class=\"lc-gut-blog-post-author-quote__content\"><div class=\"lc-gut-blog-post-author-quote__quote-wrapper\"><div class=\"lc-gut-blog-post-author-quote__svg-wrapper\"><svg class=\"lc-gut-blog-post-author-quote__svg\" width=\"56\" height=\"40\" viewBox=\"0 0 56 40\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M40.6 16.52H46.06C51.38 17.64 55.3 21.14 55.3 27.58C55.3 34.72 49.84 39.2 42.98 39.2C34.72 39.2 29.54 32.62 29.54 23.24C29.54 9.52 38.64 0.699999 55.58 0V5.04C46.62 6.3 41.3 9.52 40.6 16.52ZM10.92 16.52H16.52C21.84 17.64 25.76 21.14 25.76 27.58C25.76 34.72 20.3 39.2 13.44 39.2C5.18 39.2 0 32.62 0 23.24C0 9.52 9.1 0.699999 26.04 0V5.04C17.08 6.3 11.76 9.52 10.92 16.52Z\" fill=\"#e74c3c\"\/><\/svg><\/div><blockquote class=\"lc-gut-blog-post-author-quote__text\">Queremos dejar claro que sus declaraciones en ning\u00fan caso representan los valores que defendemos como marca y pedimos disculpas a quienes se hayan podido sentir ofendidos por la colaboraci\u00f3n<\/blockquote><\/div><div class=\"lc-gut-blog-post-author-quote__author\"><div class=\"lc-gut-blog-post-author-quote__author-details\"><p class=\"lc-gut-blog-post-author-quote__author-pre-text\">COMUNICADO DE<\/p><p class=\"lc-gut-blog-post-author-quote__author-name\">Burger King Espa\u00f1a<\/p><p class=\"lc-gut-blog-post-author-quote__author-title\">Comunicado oficial en redes sociales, 16 de julio de 2026<\/p><\/div><\/div><\/div><\/div>\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-d9d4b3602f03770e84dacaf0bb7529b7\">Del streaming al Congreso: una pol\u00e9mica que ha superado el \u00e1mbito digital<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La diputada de Comprom\u00eds <strong>\u00c0gueda Mic\u00f3<\/strong> llev\u00f3 las declaraciones de El Xokas al Congreso, cit\u00e1ndolas como ejemplo de una tendencia permisiva hacia comportamientos violentos y racistas entre figuras con gran visibilidad p\u00fablica. La representante parlamentaria enmarc\u00f3 el caso en un debate m\u00e1s amplio sobre la responsabilidad de medios y marcas ante discursos que normalizan el machismo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para Burger King Espa\u00f1a y sus franquiciados, el episodio supone un <strong>coste de imagen de dif\u00edcil cuantificaci\u00f3n<\/strong>. Centenares de establecimientos franquiciados en todo el pa\u00eds han visto la marca central arrastrada a un esc\u00e1ndalo que ninguno de ellos gener\u00f3. Una consecuencia directa de los <strong>riesgos del modelo de embajador de marca<\/strong> cuando la gesti\u00f3n de la reputaci\u00f3n llega tarde.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-071eb542e3a9a22e5347903a8d7d2efa\">&#8216;Influencers&#8217; como imagen de marca: ventajas e inconvenientes para las marcas franquiciadas<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">El <strong>caso Burger King-El Xokas<\/strong> reaviva un debate recurrente en el sector: las oportunidades y los riesgos de vincular una red de franquicia a un creador de contenido o figura p\u00fablica. La decisi\u00f3n es especialmente delicada para las marcas con centenares de establecimientos franquiciados, ya que un error de casting afecta a toda la red, no solo a la central.<\/p>\n\n\n<div class=\"lc-gut-blog-post-advantages\" style=\"--color: #7BD395;\"><img decoding=\"async\" class=\"lc-gut-blog-post-advantages__illustration\" src=\"\/wp-content\/uploads\/2025\/08\/50cd7558f896a7c0b1b2afd52e51bf4b8820fa65.png\" alt=\"Illustration\" \/><h3 class=\"lc-gut-blog-post-advantages__heading\">Las ventajas de contratar &#039;influencers&#039; o famosos<\/h3><ul class=\"lc-gut-blog-post-advantages__content\"><li>Gran notoriedad instant\u00e1nea entre audiencias j\u00f3venes y nativas digitales.<\/li><li>Coste potencialmente m\u00e1s accesible que una campa\u00f1a televisiva convencional.<\/li><li>Efecto de autenticidad y cercan\u00eda que la publicidad tradicional no consigue replicar.<\/li><li>Potencial de viralidad org\u00e1nica con presupuesto pr\u00e1cticamente nulo.<\/li><\/ul><\/div>\n\n<div class=\"lc-gut-blog-post-advantages\" style=\"--color: #FF8175;\"><img decoding=\"async\" class=\"lc-gut-blog-post-advantages__illustration\" src=\"\/wp-content\/uploads\/2025\/08\/3397a82f727336fac87316297f56be69c2fcafd7.png\" alt=\"Illustration\" \/><h3 class=\"lc-gut-blog-post-advantages__heading\">Los riesgos para las redes de franquicia<\/h3><ul class=\"lc-gut-blog-post-advantages__content\"><li>Riesgo reputacional si el <em>influencer<\/em> protagoniza pol\u00e9micas ajenas a la campa\u00f1a.<\/li><li>P\u00e9rdida de control sobre la imagen de marca ante comportamientos imprevisibles.<\/li><li>Impacto en toda la red de franquiciados, no solo en la central.<\/li><li>Elevado coste de gesti\u00f3n de crisis: comunicaci\u00f3n, asesor\u00eda jur\u00eddica y reconstrucci\u00f3n de imagen.<\/li><\/ul><\/div>","protected":false},"excerpt":{"rendered":"<p>Burger King Espa\u00f1a ha puesto fin a su acuerdo con el streamer El Xokas tras una serie de declaraciones machistas, clasistas y racistas difundidas en directo ante millones de seguidores. El men\u00fa con su nombre desaparece de la web de la cadena. Un episodio que ilustra los riesgos reputacionales que asumen las redes de franquicia [&hellip;]<\/p>\n","protected":false},"author":429,"featured_media":1803066,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_titles_title":"Burger King rescinde su acuerdo con El Xokas por machismo","_seopress_titles_desc":"Burger King Espa\u00f1a cancela su colaboraci\u00f3n con El Xokas tras sus declaraciones machistas y clasistas en directo. 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