Burger King scraps 'Have it Your Way' slogan

by Meat&Poultry Staff
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MIAMI – Customers can "Live Mas" at Taco Bell, but Burger King Worldwide, Inc. is encouraging diners to "Be Your Way".

The chain revealed a new brand positioning statement aimed at reminding customers that they can still have their way, come as they are and eat what they want. The Whopper, for example, is made to order 221,181 different ways — with grill marks.

“Be Your Way’ is a better reflection of who we are and how we want to interact with our guests,” said Axel Schwan, Burger King Corp. 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.”

Burger King will integrate the new slogan into all national and regional advertising and communications including digital and in-restaurant materials.
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