Inside the Marketing Genius of the Most Memorable Lines in Fast-Food History
A great slogan can do more than sell a sandwich — it can build a brand. Just think of “I’m Lovin’ It,” “Have it Your Way,” or “We Have the Meats.” You don’t even have to say the brand’s name because your brain just fills it in. Not to be confused with a jingle (a short, catchy song for a product or campaign) or a tagline (a concise phrase that encapsulates a brand’s essence or purpose), a slogan is an important marketing tool that can drive sales for a product or service using memorable, concise language.
Franchisors can use slogans as a powerful tool to build brand association — evoking emotion, delivering key messages, enhancing recall and driving engagement. Below, we explore the history behind some of the most iconic fast-food slogans of all time and how they have fueled brand recognition and loyalty.
Best Fast-Food Slogans of All Time
Arby’s, “We Have the Meats”
- History: Arby’s dropped “Slicing Up Freshness” for “We Have the Meats” in 2014 as a way to attract younger consumers and showcase the brand’s protein-rich menu options.
- Why It Works: The campaign attracted attention with mouthwatering close-ups of various meats featured in TV commercials and in-store materials, all narrated by the distinctively deep voice of actor Ving Rhames. Arby’s demonstrated self-awareness and embraced humor, engaging in playful interactions with pop culture — notably by leaning into jokes from The Daily Show host Jon Stewart. As a result, Arby’s not only gained cultural relevance but also achieved 21 consecutive quarters of same-store sales growth. The brand saw a significant shift in its customer base as well, with 18–34-year-olds increasing from 38% to 54% of its total traffic in 2015, according to Business Insider.
- Other Slogans Used by the Brand: Arby’s other slogans include “Taste the Arby’s Difference,” “Different Is Good,” “I’m Thinking Arby’s,” and “It’s Good Mood Food.”
Burger King, “Have it Your Way”
- History: The “Have It Your Way” campaign was introduced in 1974 to highlight Burger King’s commitment to customizable orders, differentiating itself from competitors like McDonald’s. For example, customers were able to personalize their Whoppers beyond the usual “pickles or no pickles” choice.
- Why It Works: This famous slogan reinforced Burger King’s brand identity and supported its various menu innovations.
- Other Slogans Used by the Brand: Burger King’s recently modernized “Have It Your Way” by changing it to “You Rule.” Other slogans the burger franchise has used include “Your Way Right Away,” “Be Your Way,” “When You Have it Your Way, it Just Tastes Better,” and “Burger King, Where You’re the Boss!”
Chick-fil-A, “Eat Mor Chikin”
- History: This iconic Chick-fil-A campaign was launched in 1995 on Atlanta billboards, featuring painted Holstein cows holding signs that read “Eat Mor Chikin” as a matter of self-preservation. The campaign was so popular that the humorous bovines replaced Chick‑fil‑A’s earlier mascot, Doodles the rooster.
- Why It Works: The slogan is one of Chick‑fil‑A’s most successful marketing efforts, earning the brand an OBIE Award, one of the most prestigious honors for advertising excellence, for outdoor advertising in the restaurant and food category.
- Other Slogans Used by the Brand: “We didn’t invent the chicken, just the chicken sandwich” is another famous slogan the chicken franchise has used.
Dunkin’, “America Runs on Dunkin’”
- History: The famous “America Runs on Dunkin’” campaign was launched in April 2006 and developed by Hill Holliday, a Boston-based marketing agency. The campaign included television spots featuring hurried workers getting coffee on their way to work. Additionally, a print ad shows a starting line drawn on the pavement as a car pulls out of a Dunkin’ parking lot.
- Why It Works: The slogan positioned Dunkin’ as a brand that represents and emotionally connects with hardworking, everyday Americans who are on the go and want a good cup of coffee. This shift positioned Dunkin’ as a major competitor of Starbucks, which is known for its higher price point and affluent clientele.
- Other Slogans Used by the Brand: Dunkin’ is also famous for its “Time to Make the Doughnuts” slogan and the “You Kin’ Do It” campaign.
Little Caesars, “Pizza! Pizza!”
- History: Little Caesars introduced the “Pizza! Pizza!” slogan in 1979 as part of a promotion: two pizzas for the price of one competitor’s pie, delivered in a unique long box featuring both pizzas side by side. However, the slogan and promotion were dropped after Little Caesars changed advertising agencies in the late 1990s. Little Caesars relaunched the slogan in 2012 in a national ad campaign designed by BFG 9000.
- Why It Works: After bringing “Pizza! Pizza!” back, ad spending increased, helping rejuvenate brand perception and sales, according to Mashed.
- Other Slogans Used by the Brand: “Pan! Pan!” “Pizza for a Buck,” and “Deep! Deep! Dish Pizza” are some of Little Caesars’ other slogans.
McDonald’s, “I’m Lovin’ It”
- History: The iconic “I’m Lovin’ It” slogan was introduced at the brand’s global marketing conference in Chicago and was created by the German ad agency Heye & Partner. It debuted first in Germany in September 2003, before rolling out across 100-plus countries later that month.
- Why It Works: The slogan is impossible to get out of your head because of its catchy jingle with the memorable “ba da ba ba ba” hook. It perfectly blends pop music and celebrity, with pop stars Justin Timberlake and Pharrell and rapper Pusha T claiming credit for the popular jingle. “I’m Lovin’ It” remains McDonald’s longest-running slogan to date.
- Other Slogans Used by the Brand: Other famous slogans used by the Golden Arches include “You Deserve a Break Today,” “We Do it All for You, “We Love to See You Smile,” “Food, Folks and Fun,” and “Did Somebody Say McDonald’s?”
Wendy’s, “Where’s the Beef?”
- History: This incredibly famous campaign was created by Dancer Fitzgerald Sample and directed by Joe Sedelmaier. The campaign’s star was retired beautician Clara Peller, who demanded “Where’s the beef?” over an oversized bun with a tiny patty. It premiered in January 1984.
- Why It Works: Not only is the slogan memorable and catchy, but Peller’s delivery made her a pop culture icon, sparking merchandise and parodies. (Fun fact: Her name was even mentioned at the 1984 presidential debate.) And the numbers don’t lie — the campaign helped increase Wendy’s annual revenue by 31 percent to $945 million in 1985, according to Forbes.
- Other Slogans Used by the Brand: Wendy’s has also used “Quality Is Our Recipe,” “Hot-N-Juicy,” “Square’s The Beef,” “You’re Wendy’s Kind of People” and “Ain’t No Reason to Go Anyplace Else.”
