After more than 40 years, Burger King has dropped its iconic “Have it Your Way” slogan for “Be Your Way.”
According to a statement by Burger King, the new motto is intended to reflect the fact that “Self-expression is most important and it’s our differences that make us individuals instead of robots.”
“The way we see it, it’s much more than just a slogan. We are at our best when we encourage people to be who they are. That strengthens people’s emotional connection between them and the [Burger King] brand,” says Fernando Machado, Burger King’s senior vice president of global brand management told Bloomberg Businessweek.
Burger King is first launching the new tagline in U.S., then rolling it out worldwide, said the article.
Meanwhile, the new tagline is already getting flak. For instance, on Twitter, several users have expressed confusion at the new tagline, while others have called it out for being grammatically questionable.