The familiar Burger King slogan “Have It Your Way” has officially been retired. The fast food chain is now rolling out their new “Be Your Way” slogan which is taking the place of the old 40-year-old jingle. The change is supposed to make customers feel like they can be what they want and live that way anytime they choose.
Interesting move, BK. For starters, it’s worth noting the old slogan hasn’t been used in BK advertising in a few years. One recent call to action was “Taste is King” but that slogan has never officially been the company’s main motto. Next, we’re forced to question the slogan itself. It isn’t the most articulate of phrases and you could make a strong case that it’s simply poor grammar.
Fernando Machado, the VP of Global Brand Management over at BK, stated:
“We want to evolve from just being the functional side of things to having a much stronger emotional appeal.”
Sounds like Taco Bell’s “Live Mas” strategy, doesn’t it? Plenty of brands have tried to become more personal, but BK’s attempt feels like another effort to salvage a sinking ship.
It’s also noteworthy that BK is moving away from the idea that you can come in and order your burger the way you’d like. That idea may still exist, but the company would rather you live a lifestyle that’s more emotionally connected with Burger King.
This is fast food, people. If you’re emotionally connected to BK or if you’re going to “Be Your Way” with fast food, you may have a serious health problem.
(H/T Business Insider)