Burger King changes slogan to ‘Be Your Way’ after four decades of ‘Have It Your Way’

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 ‘Have It Your Way’ focuses on only the purchase — the ability to customize a burger. By contrast, ‘Be Your Way’ is about making a connection with a person’s greater lifestyle.

NYDailyNews: Burger King is scrapping its 40-year-old “Have It Your Way” slogan in favor of the more personal “Be Your Way.”

The chain says the new tag line will roll out across its marketing in the U.S., including in a TV ad that will begin airing Monday night. The line made its first appearance in an online video last month.

Burger King says in a statement that the new motto is intended to remind people that “they can and should live how they want anytime. It’s ok to not be perfect … Self expression is most important and it’s our differences that make us individuals instead of robots.”

It may seem odd for a fast-food company to champion individuality, but Burger King isn’t the only one trying to project a hip, non-corporate attitude to gain favor with customers. Since 2012, for instance, Taco Bell has been touting its “Live Mas” slogan, which means “live more” in Spanish.

fernandoFernando Machado, Burger King’s senior vice president of global brand management, noted in an interview that “Have It Your Way” focuses on only the purchase — the ability to customize a burger. By contrast, he said “Be Your Way” is about making a connection with a person’s greater lifestyle.

“We want to evolve from just being the functional side of things to having a much stronger emotional appeal,” said Machado, who joined the company in March.

Whether the new tag line can help Burger King’s image over the long term remains to be seen. The company, along with McDonald’s Corp., is fighting to boost sales at a time when people are moving toward foods they feel are fresher or higher quality. And Laura Ries, president of the brand consulting firm Ries & Ries, noted that companies can come across as trying too hard to be cool.

“The problem is that people don’t see themselves as living the Burger King lifestyle,” she said. “You’ve got to be realistic with the place that your brand holds in real life.”

Burger King says new slogan was developed with ad agency David, a unit of WPP.

Machado noted that Burger King hasn’t been actively using the “Have It Your Way” slogan for some time in the U.S. The company, which is based in Miami, Florida, also will stop using its more recent “Taste Is King” motto.

Burger King has been undergoing a series of marketing and menu changes under new management. The chain was bought by investment firm 3G Capital in late 2010, then taken public again in 2012. Soon after, 3G replaced the chain’s CEO and early this year, Axel Schwan was appointed as global chief marketing officer.

In the latest quarter, Burger King said sales at U.S. restaurants open at least a year edged up 0.1 percent. The company said that results were hurt by bad weather.

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0 responses to “Burger King changes slogan to ‘Be Your Way’ after four decades of ‘Have It Your Way’

  1. its the new speak to make you feel free, I prefer ‘we’ve had our way’

     
  2. Tick tock, I think we’ve about reached critical mass on crazyness. LOL
    I don’t know why, but I feel like this is a sneaky “Gay” kinda thing.

     
  3. Son of the Rabbit People

    ‘Taco Bell has been touting its “Live Mas” slogan, which means “live more” in Spanish.’

    My Spanish is extremely rusty, but I don’t believe “live” is Spanish.

     
  4. It’s just plain weird. I don’t give a hoot what BK thinks about my “entire life,” I only want a good burger if I choose to go to their establishment. It’s just plain weird. Like BK really has that much importance in our individual lives! Some dumbhead certainly is at the fore front of this!

     
    • What does sexual preference or whatever have to do with a hamburger? (If anything, that’d be gross… )

       
  5. So,by changing to “Be your way” (Awkward English,to say the least),they’ll be okay with my walking into their establishment wearing an Army Combat uniform,and fully armed,no? If not-that’s Discrimination. They shouldn’t be talking “Lifestyle” unless they’re willing to accept ALL lifestyles.

     
  6. Maybe they should change their name to Burger Queen!

     
  7. So, anyone think that Burger King has “jumped the shark” with this? Anyone think this could be the “new coke” that no one cared about b/c nothing was wrong with the old coke? Anyone think they got a young, politically correct, 22-year-old ad exec who tossed his/her head, flipped the hips & threw out a couple of bags of “Ecstasy” or something during the sales pitch for this campaign? Well, that’s what I think. Why else would you walk away from a perfectly GOOD open-flame grilled burger (NOT FRIED) and into the relm of weird-&-detached-from-your-product? HEY BURGER KING….we don’t want to have to take a philosophy course to buy your burger!!!! We just want a GOOD burger…and we want it OUR WAY!

     
  8. I’ll just have things “my own way” with “my own kind” and cook my own burgers.

     

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