This document outlines a strategic branding idea for Burger King centered around positioning itself as more than just fast food but as "grilling." It suggests Burger King differentiates itself by fire-grilling its burgers rather than frying them. This approach takes more time but results in higher quality, "BBQ-style" meals. The document then provides several potential slogans centered around ideas of living boldly and fully experiencing life through higher quality, fire-grilled food. It concludes by stating images will be provided to help bring the branding concepts to life.