Burger King has spent decades telling customers to "Have it Your Way." Now, the Miami-based fast-food chain wants its employees to make sure guests feel like they rule.The philosophy is reflected in Burger King's more recent "You Rule" slogan — and in how the company approaches hospitality inside its restaurants."We're certainly encouraging our restaurants to bring that conversation to the forefront," Joel Yashinsky, Burger King's chief marketing officer, told Fox News Digital."We really want to make that real."AMERICA'S FAVORITE FAST-FOOD CHAIN NAMED: MCDONALD'S WINS HEARTS BUT NOT BEST BURGER, SURVEY SAYSThat means working with franchise operators "to really think about how we can communicate very clearly to the guests that they do rule," Yashinsky said.But those interactions can't feel forced, he added.Burger King is emphasizing hospitality and authentic connection with customers.
(Michael M.Santiago/Getty Images)"It has to be authentic," he said.
"We can't force it, but we are trying to, obviously, encourage that type of engagement to take place because we are truly trying to live it and mean it."KFC UNVEILS RADICALLY DIFFERENT RESTAURANT IN MAJOR COMEBACK PUSHThe "You Rule" slogan was introduced in 2022.The newest catchphrase, "There's a New King and It's You," was introduced earlier this year.Burger King leadership has been talking with general managers about how to make that philosophy a "natural engagement" with guests, Yashinsky said."There's a New King and It's You" is the newest slogan for Burger King.
(Eva Marie Uzcategui/Bloomberg via Getty Images)"The guest does rule," he said, "and we need to make sure that we acknowledge that."Burger King isn't the only fast-food chain to make a signature interaction with customers part of its approach to hospitality.CLICK HERE TO SIGN UP FOR OUR LIFESTYLE NEWSLETTERChick-fil-A has become known for employees responding to customers with "my pleasure," a phrase closely associated with the chain's approach to cust...