There’s a ‘queen’ who fell from grace: Which fast food chain stole Burger King’s slogan and how did it end? .m

Whose slogan do you think “Have it your way” was? Don’t be so quick to answer!

In 1965, when the fried chicken and hamburger wars were heating up, a “Queen” emerged to challenge the big guys. It wasn’t Dairy Queen or Wendy’s, but Burger Queen.

This is the story of a daring fast food chain that dared to take on McDonald’s and Burger King with a controversial strategy and ended in a regrettable disappearance.

1. THE QUEEN’S BOLD DEBUT
Burger Queen opened in 1965 with big ambitions: to become the leading Drive-Thru restaurant chain, a model that was extremely popular in America at that time.

But what makes this chain so notorious is its blatant “borrowing”:

Name: Gives the impression of “going head-to-head” with Burger King.

Slogan: “Do it your way at Queen!”

Sound familiar? This slogan is almost a literal rip-off of Burger King’s trademark (which was popularized in the 70s).

Why would Burger Queen do this?

Some say it’s the ultimate “guerrilla marketing” strategy, aiming to grab attention by putting itself in the same conversation as its giant rival. However, it also sparked a wave of discussion: Is this bold innovation or blatant plagiarism?

2. THE BRAND WARS: THE INEVITABLE END
Despite its seemingly unique image of a “Queen” that offered a different twist from its male competitors, Burger Queen eventually succumbed to competitive pressure and perhaps the legal weight of “borrowing” the slogan.

By 1981, the chain was forced to undergo a painful transformation: it changed its name to Druther’s. The new name meant “would rather,” attempting to convey that its food was better than its competitors.

But it was too late!

The rebranding had erased what little recognition Burger Queen had built. Customers were confused, and the new name was not appealing enough in an increasingly saturated fast food market.

3. THE EMOTIONAL FINAL CHAPTER: 1990’S CAPTURED
The final chapter for Druther’s (aka Burger Queen) came in 1990. Most of the remaining locations were sold to Dairy Queen, a chain also called “Queen” but specializing in ice cream and snacks.

Many former fans have expressed regret:

The failure of the challenger: Could Burger Queen have succeeded if it had built a truly unique brand, instead of relying on “parodying” its rival?

The disappearance of an icon: The former Druther’s locations after being converted to Dairy Queens erased all traces of the former “Queen.”

The incident illustrates a classic lesson: In business, especially in the cutthroat fast food industry, building a unique identity is far more important than trying to imitate or create a temporary scandal.

Now, here’s a question for you:

If Burger King sued Burger Queen over its slogan, how do you think the courts would have ruled in the 1970s?

Do you think the name “Burger Queen” would have had the potential to survive if it had been properly invested in and not “hijacked” the slogan?