the chain says the new slogan ?
new york ( ap ) — burger king is scrapping its 40 - year - old " have it your way " slogan in favor of the more personal " be your way . "
it may seem odd for a fast - food company to champion individuality , but burger king is n't the only one trying to project a hip , non - corporate attitude to gain favor with customers .
meanwhile , stepping away from anthropomorphic terror for a moment , we have burger king .
wholesome eating is terrific , good for mcdonald ’s .
way across europe and into latin america , mcdonald ’s says .
the mega - chain announced a new happy meal character on monday , a friendly face named “ happy ” meant to serve “ as an ambassador for balanced and wholesome eating , ” according to mcdonald ’s .
” “ we want to be talked about and connected to pop culture , ” says fernando machado , senior vp of global brand management at burger king worldwide , in a phone interview .
” the new one , “ be your way , ” immediately will be something weird is happening to the country ’s premier purveyors of mass - produced hamburger - like substances .