In what Burger King says is a move to "be connected to pop culture," the chain is ditching its 40-year-old "Have It Your Way" slogan in favor of "Be Your Way," which will be rolled out across the US in the weeks ahead. "We want to be an iconic brand way beyond quick-service restaurants," a Burger King exec tells USA Today, which notes that previous BK slogans have included "Aren't you hungry," "We do it like you do it," "Get your burger's worth," and "Where's Herb?"
The switch to the "grammatically-questionable" slogan comes amid other odd fast-food marketing moves, including Happy, the anthropomorphic "living nightmare" that is McDonald's new Happy Meal character, writes Mark Berman at the Washington Post. But marketing experts aren't sure whether Burger King's attempt to be hip will do much to boost sales. "The problem is that people don't see themselves as living the Burger King lifestyle," the chief of brand consulting firm Ries & Ries tells the AP. "You've got to be realistic with the place that your brand holds in real life." (One part of that "Burger King lifestyle" appears to be the chain's new breakfast offering—burgers.)