The United States (US) is home to 207,827 fast food restaurants (as of 2023), which means standing out is no cakewalk. However, with a good branding strategy, you can secure a top spot in this industry.
Apart from your brand name and logos, catchy fast food slogans and taglines will boost brand awareness.
In fact, PR Newswire emphasized that a brand slogan positively influenced 50% of customers in their purchasing decisions compared to merely relying on names and logos.
So, if you are in the stage of creating the perfect slogan for your business, this is a comprehensive guide. Read on to this article from an interactive restaurant menu software.
What is a restaurant slogan?
A restaurant slogan is a campaign-specific sentence or phrase. It is usually tied to a promotion, theme, or seasonal marketing effort.
Although these phrases are typically confused with a business’s tagline, it’s important to remember that they are quite temporary. You can change slogans over time and become more flexible depending on the current focus or message you want to convey.
So, what sets it apart from a tagline?
Taglines are succinct, fixed phrases that sum up the core of the business’s identity. Unlike slogans, they are permanent and form part of the overall branding.
Since it is meant for long-term use, taglines are rarely changed and consistently appear in all branding materials, from logos, food advertisements, and marketing.
Top 15 fast food slogans of all time
Regardless of the type of establishment — food truck, market stall, fast casual restaurants — your slogans need to be distinctive enough to draw in and keep consumers.
Here are a few of the greatest examples to inspire you to create:
- Pizza Hut – “No one out pizzas the hut.”
- Burger King – “It’s Finger-lickin’ good”
- Subway – “Eat Fresh”
- Dunkin Donuts “America runs on Dunkin”
- Papa John’s – “Better ingredients. Better pizza”
- McDonald’s – “I’m lovin’ it”
- Carl’s Jr. – “Don’t bother me, I’m eating”
- Waffle House – “Good food fast”
- Jimmy John’s – “Freaky fast, freaky good”
- Hardee’s – “Feed your happy”
- Applebee’s – “It’s a Whole new neighborhood.”
- IHOP – “Come hungry, leave happy.”
- Taco Bell – “Think outside the bun.”
- Fridays – “In here, it’s always Fridays.”
- Arby’s – “We have the meats.”
The evolution of fast food slogans
In the past, slogans, such as McDonald’s “Look for the Golden Arches” (1960), emphasized physical locations and brand identification. Over the years, fast food chain slogans have evolved substantially to match shifting customer tastes, cultural trends, and marketing tactics.
Burger King’s “Have It Your Way” (1970s), which stressed personalization and customer empowerment, is an example of a snappy and emotionally compelling slogan that evolved as competition intensified.
Restaurant slogans have moved to communicate company values and more prominent cultural themes in recent years.
As seen by Taco Bell’s “Live Mas” (2012) and Subway’s “Eat Fresh, Feel Good” (2024) which complement current health and lifestyle trends. This progression demonstrates how fast food businesses modify their messaging regularly to meet changing consumer expectations and remain relevant.
Key takeaways in the evolution of fast food slogans
- Customer Empowerment: Focus on customization and options.
- Early Marketing Emphasis: Physical presence and restaurant names or brand identification were highlighted in slogans.
- Adaptation: Constant change to satisfy shifting demands from customers.
- Cultural Connection: Contemporary slogans align with broader health and lifestyle movements.
How to come up with food slogan ideas
When piecing together food slogan ideas, the following factors should be taken into account:
- Who your intended audience is.
- Utilizing the lesser words is feasible.
- Your brand and company values.
- Your relatives, friends, and patrons.
Slogans for fast food restaurants usually follow a formula for success. According to expert marketers and industry experts like Applova’s Marketing Lead Stacy Allens, the three most important requirements for a good tagline are “uniqueness, simplicity, and relevance.”
Here are four fool-proof tips:
Considering the audience
Different strokes for different folks. The same is true when you are deciding on your slogans.
That’s why it pays to ask, “Do college-age kids regularly dine in because you serve fresh cuisine at student pricing, or do most of your patrons have families who appreciate good dining and delicious food?”
“Do they enjoy traditional dining, or do they pass the tech-savvy millennials?”
When creating your branding and slogan, the answers to these questions will be taken into consideration. Not only because it would affect the services you should offer but also because you need to reflect that in the motto, tagline, slogans, and overall purpose of the business.
Enlisting customers and employees
If you’re having trouble coming up with a restaurant slogan, you can solicit ideas from the management, front- and back-of-house employees, and even your patrons.
You can do this by sending out printed, online, or survey forms and choosing from the accumulated responses.
Another strategy is to throw a large reveal party and offer discounts and other offers on your menu items. All of this is a component of developing your restaurant branding strategy.
For example, you may hold a competition to see who can come up with the greatest phrase and, to promote participation, give a reward (such as cash or exclusive access to a discount).
Adhering to your brand
Choose a slogan after considering your restaurant themes, principles, idea, branding, and cuisine.
This simply means that declaring a generic line that claims your restaurant offers “excellent service at a fair price” doesn’t set you apart from the competitors.
Instead of just saying what a consumer would expect from any restaurant, make sure your tagline highlights what makes your business special.
Look out for current slogans
Once you believe you have the perfect restaurant slogan, quickly check Google to see if other well-known businesses are using something similar. It’s also a good idea to look around your location to prevent seeming too similar to your immediate rivals.
You can only expect to be familiar with some fast food taglines and slogans in the US. You also want to avoid unintentionally copying work from another company and exposing yourself to legal action.
The secrets of successful restaurant slogans
Innovative and strategic messaging are combined in successful slogans to attract customers and foster brand loyalty.
They are created by having a deep understanding of consumer psychology and branding. Essential components include emotional appeal and simplicity, which make the message easy to recall and repeat. They stick in the minds of consumers.
Apart from that, here are key points to consider:
- Keep it simple: Simple, clear, and concise slogans are more likely to be remembered by consumers. Consider well-known tunes like “I’m Lovin’ It” by McDonald’s or “Have It Your Way” by Burger King. They are easy to remember and absorb.
- Unique Selling Point: A unique selling point (USP) distinguishes your brand from competitors and emphasizes its distinctive qualities. It also reinforces and strengthens the message.
- Emotional resonance: Touch the wants and emotions of your customer on an emotional level. Use phrases that arouse emotions in your target audience, such as nostalgia, enjoyment, and excitement, to establish an emotional connection.
- Maintain uniformity and consistency: This strengthens communication on different media. Use your phrase regularly to strengthen your message and increase brand awareness across all marketing platforms.
- Be authentic: Use language that conveys your brand’s essence and principles. For instance, Chipotle’s “Food With Integrity” communicates integrity and a dedication to excellence.
- Focus on the benefit: Emphasize the advantages of your item or service, including its flavor, usefulness, or affordability. KFC’s “Finger Lickin’ Good” and Domino’s “Paving the Way for Tasty” are two excellent examples.
- Add a touch of individuality: Your tagline and slogan should reflect the distinct character of your restaurant. Plus, it should accurately capture your company’s essence, whether through warmth, elegance, or comedy.
- Complement your branding: Branding, branding, branding. It’s been said before and will be said again: Every element of your branding, from your QR code menu and signs to your website and social media accounts, should include your tagline and slogan.
How the fast food restaurant slogans shape customer cravings
The primary objective of every restaurant slogan is to draw in customers, leave a lasting impression, and, most significantly, pique their appetites.
Lifestyle illustrations
Slogans frequently convey an identity or way of life. People looking for excitement and originality may find Taco Bell’s “Live Mas” appealing, as it portrays how the company aims to enrich its customers’ and employees’ lives.
Nostalgia and familiarity
Some slogans evoke feelings of nostalgia by bringing up pleasant memories of previous interactions with the company. While not specifically a fast food slogan, “The Real Thing” from Coca-Cola has been used by many businesses to evoke a feeling of tradition and authenticity, which may sway your desire for a comforting flavor.
Persistence and plainness
Short and memorable phrases are often unforgettable and compelling. When you see these phrases again, your appetites may be slightly influenced. Burger King, for instance, appeals to the need for independent control and flexibility over your food with their “Have It Your Way” promotion, which emphasizes customization.
Efficiency and enjoyment
Many slogans target those searching for quick and simple meals by emphasizing convenience or comfort. Usually, this means displaying devices throughout the operation, such as kitchen display systems (KDS), cloud POS, food menu QR code, and kiosks.
When it comes to quality and minimum effort on the consumer’s side, Wendy’s “Quality is Our Recipe” might be very enticing, especially if you’re pressed for time.
The restaurant ordering software rundown: The perfect slogan can make or break your fast food business
The best fast food slogans or taglines are the result of careful planning, inventive thinking, and a deep understanding of your brand’s unique character. When properly chosen, your phrase may serve you beyond merely attracting attention.
Apart from quality food, good service, tech-based operation, and improved menu display (print, online, or digital menu QR code), an unforgettable slogan allows your business to stay on top of your customer’s minds.
It all comes down to crafting a statement that both captures the spirit of your restaurant and draws in customers.
