Burger King introduced its “Have it your way” slogan in the U.S. in 1973 with a jingle inviting customers to “Hold the pickles, hold the lettuce; special orders don’t upset us.” But in promoting the “Have it your way” concept in Japan this week, the chain is redefining the brand promise as an invitation to pile extra beef, chicken and pork onto a burger. So where’s the lamb?
The new Meat Monster Whopper starts with a basic Whopper (menu priced at ¥420 or $4.97) on which customers can add two cheese slices (for an extra ¥30 each), three strips of bacon (¥60), an additional 3.3-oz. beef patty (¥120) and a Tendergrill Chicken patty (¥160) for a ¥820 ($9.70) ode to excess.
Not quite that hungry? Burger King also offers the honestly-named All Heavy Whopper. It has half-again as much on top (lettuce, pickles, onions, ketchup, mayo) for the standard Whopper price of ¥420 ($4.97).
Burger King opened its first unit in Japan in 1996 but reversed course and pulled out in 2001. It went back again in 2007 and has been seeking to build a brand presence despite the strength of McDonald’s, which has more than 3,300 locations in Japan and sales last year in excess of $6 billion.