Supporting the LGBT community, the brand is ironic about the Chick-fil-A network, known for its difficult attitude to this topic.
The largest American restaurant chain in the chicken sandwich segment, Chick-fil-A, has once again been subjected to light trolling by a competitor. Burger Kingtook the opportunity to release a series of tweets in which he explicitly pokes fun at a company that has a history of difficult relationships with the LGBT community.
In a Twitter post posted on June 4, Burger King announced a campaign in support of the Human Rights Campaign, a civil rights charity. For every Ch'King chicken sandwich sold during June, the company will donate 40 cents to the organization. Thus, each visitor will be able to contribute to Pride Month (“Pride Month”) by having a snack with their favorite dish.
But just holding a charity event was not enough for the brand, and in the text of the tweet it is emphasized in brackets that sandwiches are sold “even on Sundays.” This is not a subtle nod to rival Chick-fil-A, whose restaurants are traditionally closed on Sundays due to the religious beliefs of the owners.
the #ChKing says LGBTQ+ rights!
— Burger King (@Burger King) June 4, 2021
Chick-fil-A CEO Dan Cathy has been known to voice his negative view of same-sex marriage more than once, arguing that the company upholds “the biblical definition of the family. Although the brand has been trying to distance itself from such ideas in recent years, Burger King did not fail to recall the company's ambiguous attitude towards the LGBT community.
Among fast food restaurants, the competition in the chicken sandwich category is now in full swing. In 2019, the Popeyes network “shot” with its version of this popular dish, after which competitors assessed the prospects and the war broke out in earnest. Chains such as Wendy's, McDonald's and KFC, Shake Shack have recognized the growing popularity of chicken and introduced updated versions of their chicken sandwiches, many chains have introduced this dish to the menu. And Burger King introduced the new Ch'Kin, replacing the regular chicken sandwich, in February 2021.
In a highly competitive market, companies are doing their best to capture a larger share. And in winning the favor of fast food lovers, all means are good, so buyers can look forward to many more fun picks from brands.