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Every so often, a company tries to rebrand their image. For fast food, it can often happen with new products, or possibly a logo redesign. But one thing’s for sure — when things change, a new slogan is often born. Certain slogans are tied with brands forever. You can’t hear “Just Do It” without thinking about Nike. How about “Have It Your Way” from Burger King? With “Have It Your Way,” Burger King costumers knew that the restaurant was open to customizations. Surely another burger chain would probably let you omit a topping, but it was a guarantee at BK.
Burger King ditched “Have It Your Way” in 2014 for the less-memorable “Be Your Way,” but it doesn’t mean that the former will ever be forgotten. It was tied to the brand for 40 years. And, it’s still true — if you don’t want onions on your burger, they won’t hassle you.
Speaking of notable slogans, you’ll probably never forget about Taco Bell’s “Yo Quiero Taco Bell.” In fact, the slogan (which originated in 1993) — and the chihuahua responsible for saying it — helped bring awareness to the brand. Taco Bell has been around for 56 years, but their marketing on that campaign was one of the best moves they could have made to get people in the mood for tacos and burritos.
Of course, other slogans just don’t land — they don’t have the staying power that executives hope for. Here are a few others you probably forgot about.
McDonald’s tried to sell the 3 F’s to their customers. But as some pointed out, the “Folks” didn’t always, uh…translate well in commercials. The slogan was featured in a bunch of ads in 1990. Back then, Paul D. Schrage, who served as the senior executive vice president and chief marketing officer at McDonald’s, stated that the slogan change was ”a message that reflects the basic values that set McDonald’s apart.”
Unlike McDonald’s, Burger King has always had a lesser focus on family and good times. Instead, they wanted to advertise towards people who had a busy schedule. Who has time to cook dinner when so much is going on? They introduced “The Best Food For Fast Times” in the ’80s, but it just didn’t stick.
Even before Jared creepily contacted the company about his miraculous diet, Subway wanted the push the fact that they were the healthier option next to a fast food burger. In 1996, they launched a campaign hoping to hook sandwich fans that were looking for fresh ingredients and great taste. And, it worked — sales reportedly went up 14%. These days, you probably know the brand best by the simpler slogan of “Eat Fresh.”
One of the worst parts about delivery is that with some chains, it’s hard to predict when the food will arrive. Domino’s made things better by utilizing a pizza tracker when you order online, but way before that, they had a campaign of “You Sot 30 Minutes.” But supposedly, per Consumerist, that was a challenge for the customer — not Domino’s. As in, customers may not be home in time, or even dressed. Plus, their promise was dangerous. In 1993, a Domino’s driver was in such a rush to deliver pizza in under 30 minutes, that they crashed into another driver. She lived, but sued the company and was awarded $78 million.
You’re likely more familiar with the Pizza Hut slogan of “Gather Round The Good Stuff,” but from the ’80s up until 1995, Pizza Hut used “Makin’ It Great!” They must have been somewhat fond off this one, since they also used “Make It Great”more recently, from 2012 to 2016.
Seems lengthy, right? Well, back in the ’80s, it was perfect for KFC. Their ads boasted their 11 herbs and spices and fresh poultry while featuring a family ready to eat. This slogan in particular was used between 1976 and 1981. “Finger Lickin’ Good” is probably the best and most memorable one they’ve had to date.
Last but not least, let’s talk about Arby’s. They’ve had a few slogans during their run, but they didn’t seem to have a specific target audience. “It’s Better Out Here” (which, what does that even mean???) was used between 1994 and 1998. Without a doubt, “We Have The Meats” — which was crafted to appeal to millennials — is way more visual.
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