In 1973, the year of Bahamian independence, the US-based fast food chain Burger King launched the “Have it your way” advertising campaign. In a famous jingle the chain promised they could: “Hold the pickles, hold the lettuce. Special orders don't upset us. All we ask is that you let us serve it your way!”
The burger house, like others, was spreading its franchise globally, and adding a critical dimension to its marketing strategy. That dimension was giving consumers a customized product with greater choice, a hamburger made to order satisfying a range of tastes.
Burger King’s strategy was the opposite of what the automobile pioneer Henry Ford quipped in 1909 about the mass-produced Model T: “Any customer can have a car painted any colour that he wants so long as it is black.”