Jun 8, 2014

Feature: A Look at Recent Fast Food Slogan Changes

Every so often, fast food companies will change their slogans to maintain relevance with their target demographic or to highlight marketable company features.

With Burger King recently changing their slogan from "Have It Your Way" to "Be Your Way," I thought it'd be fun to take a look at some of the recent slogan changes made by some of the larger fast food chains with some bonus Brand Eating commentary.

Arby's - "Slicing Up Freshness" from "It's Good Mood Food." Even though they have always sliced their roast beef in stores, Arby's looks to highlight this fact to compete with sandwich chains like Subway.

Burger King - "Be Your Way" from "Have It Your Way." It seems that Burger King is going for more of an emotive feel with their new slogan... even if it makes no grammatical sense. According to the chain, "'Be Your Way' 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. It’s ok to not be perfect. Self-expression is most important and it’s our differences that make us individuals instead of robots." It seems a bit too overbroad and heavy for a giant fast food burger chain.

KFC - The latest iteration of KFC's slogan is now "How Do You KFC?" from the previous "So Good." I miss the old "Finger Lickin' Good" and "We Do Chicken Right!" slogans.

McDonald's - "I'm Lovin' It" from "We Love to See You Smile." The interesting thing about the current McDonald's slogan is that it is used internationally across all their restaurants. That's not typical of the major chains, which tend to make more localized slogans for different countries.

Pizza Hut - "Make It Great" from "Your Favorites. Your Pizza Hut." I actually liked one of their older slogans, "Gather 'round the good stuff" because a pizza is round!

Subway - "Eat Fresh" from "The Way A Sandwich Should Be." "Eat Fresh" is pretty much right down the middle for Subway. A good amount of people see it as the "healthy" fast food chain and they've nailed that down on the marketing front.

Taco Bell - "Live Mas" from "Think Outside the Bun." The new slogan speaks more to Taco Bell's prime demographic of young people. I still miss "Yo Quiero Taco Bell" from before, though.

Wendy's - "Now That's Better" from "You Know When It's Real." I think they also use "Quality is Our Recipe" now and again. Wendy's recent marketing strategy purports that the chain uses better ingredients (or flavor combinations) than their competitors.

And there you have it! Do you have a favorite slogan?