Why Burger King Changed Its Slogan From 'Have It Your Way'
Major fast food franchises like Burger King, Wendy's, Starbucks, and McDonald's always have to be on their toes to compete. Oftentimes, this involves major rebrands as they struggle to stay on top of a shifting market. Burger King has recently shaken things up, hungry for a new marketing strategy that will stand out after years of falling behind.
BK's original slogan, "Have it Your Way" was designed in the 1970s to reflect the fast food restaurant's flexibility compared to its competitors. Its famous Whopper could be made in a seemingly endless variety of ways — far beyond the age-old "pickles or no pickles" question. This was a point of pride for the franchise and an attraction for consumers, driving increases in sales.
However, Burger King ditched its iconic slogan soon after its conception due to concerns about messaging. Worried that it was increasing wait times by promising consumers infinite ways to customize, it attempted to replace "Have it Your Way" many times over the following decades.
A Game of Trial and Error
Burger King's quest for an equally memorable mantra largely seemed to fail. Eventually, it embraced the slogan that no one had forgotten and once again encouraged consumers to have it their way. This was taken to a new level in Brazil, where one marketing campaign involved taking secret photos of customers and printing these on customized whopper wrappers. Despite its advertising efforts, BK was still lagging behind the competition in a literal sense. In 2012, Burger King drive-thrus were the slowest in the nation.
In 2014, it changed its 40-year-old slogan from "Have it Your Way" to "Be Your Way" in hopes of emphasizing individuality and freedom of expression. Instead of focusing on the product and purchase itself, BK pivoted to a focus on the consumer. Its latest "Reclaim the Flame" advertising plan takes this to the next level, ditching "Have it Your Way" once more in favor of a more consumer-focused slogan that emphasizes self-empowerment.
Now, Burger King says 'You Rule'
While You Rule, is the new motto for the franchise as of October 2022, it doesn't want anyone to forget the days of Have it Your Way. Burger King has frequently adopted an 'out with the old, in with the new strategy,' but it's embracing the old in its latest campaign, playing with the catchiness of its oldest slogan as it markets a new one. In the launch commercial, a playful hip-hop rendition of the old Have it Your Way tune is featured as customers dance (and eat) along. The modified classic jingle over the beat goes: "You Rule, you're seizing the day at BK, have it your way, You Rule!" (via YouTube).
As BK shoots for a younger, more diverse customer base with its message of self-love, time will tell if the slogan sticks and ignites more competition with rivals. President of Burger King North America Tom Curtis says the motto aims to focus on individuality and reframing Have it Your Way by making the consumer royalty, transcending the idea of just customization. With $400 million spent on its Reclaim the Flame plan, Burger King is betting high. So far, results are promising, with the franchise already earning a large increase in sales this year.