Burger King Changes Its 40-Year-Old Slogan

MIAMI -- Burger King Worldwide Inc. unveiled a new brand outlook called "Be Your Way," a spin on the chain's 40-year-old brand positioning, “Have It Your Way."

The new slogan is designed to remind people that no matter who they are, they can order how they want to in Burger King restaurants, and they can and should live how they want to anytime.

“'Be Your Way' is a better reflection of who we are and how we want to interact with our guests,” said Axel Schwan, executive vice president and global chief marketing officer. “And the executions under 'Be Your Way' will showcase our guests being their own way in whatever iteration that may be.”

The new positioning also emphasizes the Burger King brand’s authenticity of unique, great-tasting food. The Whopper sandwich, for example, is made to order 221,184 different ways, with grill marks, which is why no two Whoppers are ever the same, according to the Miami-based company.

Burger King plans to align its new mantra on a global scale to help drive stronger, more meaningful and more consistent connections with consumers worldwide. Beginning this month, "Be Your Way" will be integrated into all national and regional advertising and communications, including digital and in-restaurant materials.

Burger King is the second largest fast-food hamburger chain in the world, operating in more than 13,000 locations and serving more than 11 million guests daily in 97 countries and territories worldwide.