In what could be considered a move that stems from a mid-life identity crisis, Burger King has announced plans to change its slogan from "Have it your way," to "Be your way" after a 40-year run.
Beginning this month, customers can expect to see the new slogan in ads and restaurants across the US, a new mantra that company execs say was developed to drive "more meaningful and more consistent connections with consumers worldwide."
The subtle changes to the old motto are supposed to expand on the idea that burgers can be customized to order -- the marketing pitch that differentiates them from burger rival McDonald's.
"'Be your way' also emphasizes the Burger King brand's authenticity of unique, great-tasting food," reads a press release.
"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."
The new spin is also meant to drive a more emotional and personal response by emphasizing that "self-expression is most important and it's our differences that make us individuals instead of robots."
BK has about 11,000 restaurants around the world.