Burger King takes on the Belgian royal family

King Philippe, as he appears on Burger King's website (Burger King/supplied)
King Philippe, as he appears on Burger King's website (Burger King/supplied)

The King of Belgium has found himself in a battle royale with his burger-slinging equivalent.

Burger King has launched a new website in the small European country, asking customers to choose between the fast-food chain's mascot and the country's real monarch, King Philippe.

Visitors to the site that choose Philippe are questioned: "Are you sure? He won't be the one to cook your fries," BBC News reports.

The Belgian Burger King website (Burger King/supplied)
The Belgian Burger King website (Burger King/supplied)

A spokesperson for the Belgian royal family said Burger King had not sought permission to use King Philippe's likeness.

"We disapprove of this approach," said Pierre Emmanuel de Bauw. "Since it is for commercial purposes, we would not have given our authorisation."

No photo of King Philippe is used - he's just a cartoon.

Burger King says it has yet to hear from the royals.

Newshub.