Burger King has a new slogan, "Have it your way".
"Have It Your Way" is no longer the slogan of Burger King.
The chain says the new slogan will be rolled out across its marketing in the U.S., including in a TV ad that will begin airing Monday night.The line appeared in an online video last month.
The new motto of Burger King is to remind people that they can and should live how they want.Self expression is most important and it's our differences that make us individuals.
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 attitude to gain favor with customers.In Spanish, "live more" is what the "Live Mas" slogan means.Executives at the Mexican food chain say they've made it a priority to operate the company in a certain way.
Starbucks and Chipotle have gained popularity because of their non-corporate images.
Fernando Machado, Burger King's senior vice president of global brand management, stated in an interview that "Have It Your Way" only focuses on the transaction, the ability to personalize a burger.He said "Be Your Way" is about connecting with a person's lifestyle.
The company wants to evolve from being a functional side of things to having a stronger emotional appeal.
Burger King has not been using the "Have It Your Way" slogan in the US for some time.The company will stop using the "Taste Is King" motto.
Burger King has undergone a number of marketing and menu changes under new management.The chain was taken public again in 2012 after being bought by 3G Capital.Soon after, 3G replaced the chain's CEO and early this year, Axel Schwan was appointed as global chief marketing officer.
Burger King said sales at U.S. restaurants open at least a year were up 0.1 percent in the latest quarter.The company said that bad weather hurt results.Burger King and McDonald's have been struggling to increase domestic sales for more than a year.