Burger King scrapping 'Have It Your Way' slogan

[Omaha Steve]

Source: AP-Excite

By CANDICE CHOI

NEW YORK (AP) — 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.

FULL story at link.


Read more: http://apnews.excite.com/article/20140519/us-burger-king-slogan-2cc0bc0373.html

[Ash_F]

1. OK, when will they start paying their workers a living wage? /nt

[jberryhill]

2. "Live Mas" slogan, which means "live more" in Spanish"

No, chowderhead AP copy writer, "live" does not mean "live" in Spanish.

[Mosby]

20. they used "spanglish" on purpose.

"Vivir mas" won't reach the same number of people.

[jberryhill]

22. Yes, that's the point of the slogan

Which appears lost on the writer.

Happy Veinte de Mayo!

[Blue Owl]

3. I guess "Where You At" didn't make the final cut...

n/t

[pinboy3niner]

5. LOL!

Wendy's could use that in a new 'Where's the beef?' commercial.

[Hissyspit]

4. LOL

That's stupid.

[Politicalboi]

6. How does their slogan have anything to do with sales

I haven't eaten at a Burger King in (Think McDonalds) years. I used to go there (Think McDonalds) when it was close to me. I always got the (Think McDonald's) Whopper with cheese.

[d_legendary1]

7. Be your way? What the hell does that even mean?

[Art_from_Ark]

8. It sounds like they had a Japanese marketing firm come up with that slogan

Maybe the same one that came up with such classics as "Speak Lark" and "I feel Coke"

[VanillaRhapsody]

26. All your base are belong to us!

[Art_from_Ark]

28. All your burger are belong to us!

All our grease are belong to you!

[shenmue]

9. Noooooo

That's the only Burger King slogan I've ever known. How will I live?

Of course, I'd like them to make their burgers juicy like they used to, instead of burned dry like now, but they still hit the spot when I'm having a burger attack.

[KurtNYC]

10. Are they playing off of Chik Fil A with this? "Be Your Way"

or is this just taking this corporation more personal, one-on-one in tone for the social media thing that all the kids are doin' dontchaknow...?

[JackRiddler]

11. Wow this totally makes me want to eat that shit!!!

It was crap until a minute ago, but now, yum!!!

From a marketing perspective this isn't going to work. They're not going to sell a self-image to anyone. They're fucking Burger King. The sell is in the extremely crappy but addictive, additive-saturated food. McD's has the right idea with "I'm loving it." BK should should raise the stakes on that and go with "I'm loving shit."

[OnyxCollie]

15. !

[jmowreader]

12. They had to ditch the old slogan for a reason

The "Have It Your Way" campaign came out in the 1970s when BK started letting you tell them what you wanted on your sandwich. Remember the old song, "Hold the pickles, hold the lettuce / special orders don't upset us"? They've stopped doing that, at least in eastern Washington and North Idaho.

Tests of BK's proposed new slogans, "Eat What We Give You or Fucking Leave Now," "You'll Get It Our Way or You Won't Get The Damn Thing" and "Fuck You, I'm Eating" didn't work out so well.

[csziggy]

19. I haven't eaten at Burger King for over 20 years

I'd go through the drive thru and order a stock sandwich with no pickles. After the fifth or sixth time I bit into my sandwich to find not just the normal 2 or 3 pickles, but more pickles by weight than meat, I just quit going. It was clear that an order to hold the pickles was an incentive to add far more than the normal number to the order! "You'll Get It Our Way or You Won't Get The Damn Thing" seemed to be their slogan!

[freshwest]

24. In Western Washington the horde forces the nasty capitalists to still follow our orders!

They make them just the way I want them, but I always ask nicely.

They don't want a visit from the Red Army.

Just sayin'

[zonkers]

13. BK is a pretty gut churing dining experience.

[mokawanis]

14. I'm disappointed that more people aren't suggesting a new slogan

though I admit the only one that popped into my head was 'If you're in a hurry, eat our slop!'

[LiberalElite]

16. Be your way?

like You are what you eat? This does not bode well for BK IMHO.

[daleo]

17. The slogan seems grammatically incorrect

That is not unusual in advertising.

[JI7]

18. their new chicken nuggets are disgusting

i went there not too long ago and asked if i can get a full size version of their garden side salad with chicken and they said no.

they have some caesar salad, and some bbq and some other shit. but i just wanted a regular one(something they already have as a side salad) with grilled chicken.

[MisterP]

21. "I thought we were gonna eat something, not bury it"

[PSPS]

23. If anything is "Latest Breaking News," this is it!

[Jamastiene]

30. !

Well said!

[Omaha Steve]

33. Judging by the number of page views and comments

Your right.

[wickerwoman]

25. Shame they didn't go with

"a high percentage of breadings with seeds."

[Major Hogwash]

27. Because "Be that way!" sounded too harsh!

Burger King sux.
I haven't had one of their charbroiled burnt-up burgers in over 35 years, maybe more.

[merrily]

29. Who does that Burger King think he is? The Dos Equis guy?

[Arkana]

31. What.

[Bossy Monkey]

32. I think they should have gone with "Ooh baby I love your way." n/t

[laureloak]

34. "Be Your Way". I like it.

Simple and catchy. The young people running Burger King have my support as they try new things. I do wish they would be more inventive with their menu, especially with the veggie burger. Strive for healthy food made fast and inexpensively. Not an easy task!

I've been in some BKs with excellent service and others that are beyond awful. The level of service seems to depend on who owns the franchise. BK should come down hard on the franchises to offer better service across the board.