Burger King Worldwide has announced a new tag line “Be Your Way” to change the brand positioning from the old “Have It Your Way.” According to the company officials, the new tag line reminds people that no matter who they are, they can order how they want to in Burger King restaurants and that they can and should live how they want anytime.
Commenting on the move, Axel Schwan, Burger King Corporation Executive Vice President and Global Chief Marketing Officer, Burger King, said: “Be Your Way is a better reflection of who we are and how we want to interact with our guests. The executions under Be Your Waysm will showcase our guests being their own way in whatever iteration that may be. It also emphasises the brand’s authenticity of unique, great-tasting food. The Whopper sandwich for example, is made in 184 different ways, with grill marks, which is why no two are ever the same.”
Founded in 1954, Burger King claims to be the second largest fast food hamburger chain in the world. It operates in over 13,000 locations serving more than 11 million guests daily in 97 countries. Approximately 100 percent of Burger Kings restaurants are owned and operated by independent franchisees.