THE BURGER KING® BRAND HAS A NEW GLOBAL ATTITUDE
MIAMI – May 20, 2014 – Burger King Worldwide, Inc. (NYSE: BKW) announces today a new brand outlook they’re calling, “BE YOUR WAYSM”. A spin on their famous, 40-year old brand positioning “HAVE IT YOUR WAY®”, “BE YOUR WAYSM” 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.
BURGER KING® restaurants are, and always have been, a place where you come as you are, eat what you want, how you want, with whom you want, and step out of this world of standardization that tells you if you do something different, people might look at you. The BURGER KING® brand says, “bring on the eyeballs.”
“BE YOUR WAYSM’ is a better reflection of who we are and how we want to interact with our guests.” said Axel Schwan, Burger King Corporation Executive Vice President and Global Chief Marketing Officer. “And, the executions under BE YOUR WAYSM will showcase our guests being their own way in whatever iteration that may be.”
“BE YOUR WAYSM” also emphasizes the BURGER KING® brand’s authenticity of unique, great-tasting food. The WHOPPER® sandwich for example, is made to order 221,184 different ways, with grill marks, which is why no two are ever the same. Who would want that?
This ideology mirrors the company’s commitment to its fans and they plan to align this mantra on a global scale to help drive stronger, more meaningful and more consistent connections with consumers worldwide. Beginning this month, BE YOUR WAYSM will be integrated into all national and regional advertising and communications including digital and in-restaurant materials. Most recently, it was featured in the Subservient Chicken Redemption digital short film that to date (2 weeks after launching) has received over 8 million views.
About Burger King Worldwide
Founded in 1954, BURGER KING® (NYSE:BKW) is the second largest fast food hamburger chain in the world. The original HOME OF THE WHOPPER®, the BURGER KING® system operates in over 13,000 locations serving more than 11 million guests daily in 97 countries and territories worldwide. Approximately 100 percent of BURGER KING® restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. To learn more about Burger King Worldwide, please visit the company's website at www.bk.com or follow us on Facebook and Twitter.