Fast Food

After 40 Years, Burger King Drops ‘Have It Your Way’ & Adopts Cryptic ‘Be Your Way’ Slogan

Be Your Way BK

We’ve been told we could always “Have It Your Way” at Burger King. That’s no longer the case as the fast food chain has now decided to drop the famous slogan for a “simpler” one. After 40 years of branding the classic tagline, Burger King is now going with the phrase “Be Your Way” instead.

According to Ad Age, the reason behind this change was due to Burger King wanting to create stronger emotional connections with self expression. Burger King wants customers to know it’s OK to be themselves and not be perfect. That’s all well and good, but what does it have to do with me ordering a Whooper Jr.? I can still get it with onion rings inside, right?

While the original phrase reminded customers that customizing their food was always on the table, the new phrase seems like a cryptic philosophy a mentor would give a young boy from Jersey right before a karate tournament.

The tagline is set to air this week as Burger King introduces their new King Deal’s Value Menu, a value menu that includes several $1 items. This is Got Milk Milk Life all over again.

H/T Ad Age


By Peter Pham

Pete's favorite foods include pizza, tacos and pretty much any kind of breakfast. He'll usually snap a photo or two while his food cools down.

2 replies on “After 40 Years, Burger King Drops ‘Have It Your Way’ & Adopts Cryptic ‘Be Your Way’ Slogan”

Ha, this is hilarious, because just about everyone is slamming BK for this. But I’m sure they don’t mind. From another article, it reads: As Oscar Wilde once said, ‘There is only one thing in the world worse
than being talked about, and that is not being talked about.’

So ya got BK with their confusing (not to mention stupid) new slogan and Mickey D’s’ new mascot and there’s a whole lotta talk goin’ on. Which is what they want.

The irony of it all is McDonald’s is supposedly using the new mascot to promote healthy eating. Errrr, yeah… sure. Whatever you say, Ronald.

Then ya got BK saying about their new slogan, “The idea is that no matter who you are, you can order how you want in Burger King.”

Did it matter before?


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