- Index hide2 The hamburger chain competes with McDonald’s and some other brands for being the benchmark in the fast food business.3 The campaign was carried out in Austria and it is not yet known if other countries will replicate this formula in support of the LGBTTTIQ+ community.
Burger King ran a Pride campaign that divided netizens for its confusing message.
The hamburger chain competes with McDonald’s and some other brands for being the benchmark in the fast food business.
The campaign was carried out in Austria and it is not yet known if other countries will replicate this formula in support of the LGBTTTIQ+ community.
Burger King in Austria sparked a recent controversy due to a campaign for Pride Month. Many loyal consumers were upset by the visual proposal that sought to encourage respect for sexual orientation.
The chain continues to be one of the leaders in the market not only for hamburgers, but also for fast food, with a large presence around the world.
Burger King divides Internet users with Pride campaign
Some days ago, the burger king chain unveiled the new “pride whopper”, which consists of exactly the same ingredients as the chain’s normal burger, but with “two identical buns”.
This implies that any consumer in that country could, if they wanted to, order a hamburger, with no other detail than two upper halves and two lower halves.
“The Equal Buns campaign was made by our Burger King Austria team, in an effort to highlight equal rights and equal love, through a game in the traditional Whopper construction, with two identical buns in the two options of the sandwich”, said a company spokesman. “Burger King Austria is also serving as an official proud partner and sponsor of Vienna Pride 2022,” he added.
Discontent was general in that country, so much so that the news spread to more countries, where it was criticized that a food should not have “political statements” or make “sexual jokes” with food. Due to this reception, it is known that the campaign will last only until June 20.
Despite everything, some Twitter users valued the campaign in a different way, pointing out that, at least, it showed an interest in making the diversity of the community visible.
These are some of the comments that could be read on the social network:
– Luis (@_luisitu) June 3, 2022
Several people in the LGBT community have been horrified by Burger King’s campaign for Pride month.
What does this remind me of? Ah yes, back to when the same company used holy phrases for Catholics and these idiots scoffed at the outrage.
How the hell, right? https://t.co/2fgB2lkwZv
— Nicole Mosquera (@nicole160601) June 8, 2022
the one from burger king mkt patted himself on the shoulder for his idea of whopper pride, while I can’t legally change my name because nobody cares about the needs of trans people nb, just being the most allied 🤪
— vagabundx queen (@cuueevaaas) June 4, 2022
burger king for the pride made a TOP or BOTTOM version burger and that’s why it’s still better than a certain yellow m pic.twitter.com/zGjNZdnitN
— nahi, ღ (@dorotheareads) June 5, 2022
that in Austria the Burger King has released a Whooper for the Pride with two equal loaves enough activism pic.twitter.com/s7sEwcIVFB
— faleb (@falebnosoy) June 2, 2022
— 𝕰𝖒𝕲 (@Emilio2763) June 6, 2022
I can assure you that, in the team that carried out the #pride Burger King there was not 1 single person from the LGBT community. 🤔
– Areli C. García de Alba (@Areli_CGA) June 8, 2022
Burger King in the fast food business
Burger King is one of the most important fast food brands in the world, being the main competition of the McDonald’s chain.
According to figures from Statistahas more than 19,000 restaurants, the vast majority franchised, and is present in more than 70 countries around the world. In North America alone, the chain has around 7 thousand 600 establishments.
However, during the first year of the pandemic, 2020, Burger King global sales they fell from almost 23 billion to 20 billion US dollars.
Secondly, McDonald’s has dominated the market since its incursion, forever changing the way the fast food business is understood. The company generates a net result that is above 4 billion dollars in 2020 and an estimated brand value of approximately 130 billiona fact that maintains it as the world leader in its sector.
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