After 40 Years, Burger King Drops ‘Have It Your Way’ & Adopts Cryptic ‘Be Your Way’ Slogan

We’ve been told we could always “Have It Your Way” at Burger King. That’s no longer the case as the fast food chain has now decided to drop the famous slogan for a “simpler” one. After 40 years of branding the classic tagline, Burger King is now going with the phrase “Be Your Way” instead.

According to Ad Age, the reason behind this change was due to Burger King wanting to create stronger emotional connections with self expression. Burger King wants customers to know it’s OK to be themselves and not be perfect. That’s all well and good, but what does it have to do with me ordering a Whooper Jr.? I can still get it with onion rings inside, right?

While the original phrase reminded customers that customizing their food was always on the table, the new phrase seems like a cryptic philosophy a mentor would give a young boy from Jersey right before a karate tournament.

The tagline is set to air this week as Burger King introduces their new King Deal’s Value Menu, a value menu that includes several $1 items. This is Got Milk Milk Life all over again.

H/T Ad Age