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Burger King's 'burgers for breakfast' fizzled out with guests

June 12, 2014

Burger King’s new “Be Your Way” tagline — its first change in 40 years — is causing positive reactions from consumers, according to new research from YouGov BrandIndex, which measures daily consumer perceptions.

However, the chain’s “burgers for breakfast” program, first introduced in May, didn’t have the same positive reaction. For its “burgers for breakfast” promotion, Burger King’s U.S. restaurants were offering select lunch and dinner items during the morning daypart.

The promotion came just as the QSR breakfast wars started heating up, with Taco Bell’s morning menu launch and an accompanying ad campaign aimed directly at McDonald’s, and the Golden Arches free coffee giveaway.

Since its launch, the chain’s consumer perception among quick-service eaters made a substantial drop. According to a press release from YouGov, perception remained at that lower level for about a week until May 27, when it rebounded shortly after TV spots began airing with the new slogan “Be Your Way.”

Burger King has since returned to the same perception level as before the “burgers for breakfast” menu was introduced.
 
Burger King was measured with YouGov BrandIndex’s Buzz score, which asks respondents "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"