Burger King Takes Dig At Chick-fil-A With LGBTQ Pride Month Campaign

The fast-food chain alluded to its competitor's history of anti-LGBTQ contributions when it launched its new Ch'King chicken sandwich last week.

Burger King is hoping to set its new chicken sandwich apart from those of a well-established competitor with a timely initiative.

The Florida-based restaurant chain last week unveiled the Ch鈥橩ing, featuring a breaded chicken fillet on a potato bun and served with pickles and a signature sauce. The sandwich is available in both standard and deluxe sizes, and patrons can also opt for a version with a 鈥渟picy glaze.鈥

The launch of the menu items coincided with the start of LGBTQ Pride Month, a point not lost on Burger King officials. The chain announced plans to donate 40 cents for every Ch鈥橩ing sandwich sold through June 30 to the Human Rights Campaign, the largest LGBTQ advocacy group in the United States.

The company stressed that the donations would be made 鈥渆ven on Sundays,鈥 a less-than-subtle jab at Chick-fil-A, which is closed every Sunday.

Chick-fil-A, which is based in Georgia, has repeatedly faced backlash for supporting anti-LGBTQ causes for years. In 2012, CEO Dan Cathy stoked outrage when he expressed support for 鈥渢he biblical definition of the family unit鈥 in an interview. Past recipients of the chain鈥檚 contributions include the Family Research Council, an anti-abortion group, and the now-defunct Exodus International.

Since then, Chick-fil-A has taken steps to recover its image by pledging not to 鈥渉ave a political or social agenda鈥 and by distancing itself from Cathy鈥檚 remarks. However, tax documents obtained by ThinkProgress in 2019 showed that the company had donated $1.8 million to organizations known to discriminate against LGBTQ people as recently as 2017.

Chick-fil-A did not immediately respond to a request for comment.

News of the Ch鈥橩ing campaign, however, comes as corporations worldwide are facing criticism for 鈥rainbow washing,鈥 or using Pride Month as a marketing tactic without making any tangible efforts to support queer people.

A Burger King spokesperson told USA Today that the company was simply hoping to uplift 鈥渁 community we love dearly and have proudly supported over the years.鈥 The statement did not mention Chick-fil-A by name.

鈥淲e couldn鈥檛 miss an opportunity to take action and help shine a light on the important conversation happening,鈥 the representative added.

Your move, Wendy鈥檚.

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