(CNN) – Burger King makes a statement during Pride month: It is trying to get a foothold in the chicken sandwich wars by not quite breaking rival Chick-fil-A’s tense history with the LGBTQ + community so subtly evaluates.
The fast food chain tweeted last week that for every Ch’King chicken sandwich sold in June it would donate 40 cents to the human rights campaign. The Human Rights Campaign is America’s largest LGBTQ civil rights organization.
Burger King added that these donations will be made “even on Sunday,” and tweeted the eye emoji. Chick-fil-A closes its restaurants on Sundays because of his pious Christian possessions.
Chick-fil-A CEO Dan Cathy said in 2012 that the company supports “the biblical definition of family unit.” In a 2018 interview with a local Atlanta TV station, Cathy reiterated his position on same-sex marriage but said he was not gay.
The company has since tried to distance itself from its unsupportive attitude towards the LGBTQ + community
In 2019, for example, Chick-fil-A made major changes to its charitable foundation, stopping donations to two organizations criticized as anti-LGBTQ + – the Salvation Army and the Fellowship of Christian Athletes. Both organizations have taken controversial positions on homosexuality and same-sex marriage.
Burger King is trying to make up ground in the chicken sandwich wars. Popeyes struck gold in 2019 with its chicken sandwich that drove customers to the fast food chain in droves to get their hands (and mouths) one.
Since then, the fast food industry has taken itself off guard to take part in the fried chicken sandwich promotion.
Wendy’s, McDonald’s, KFC, Shake Shack and many other competitors have developed their hearty chicken sandwiches for new puffed or additional tasty menu items. Americans have been eating more chicken and less beef in the past few years, and low-growth, low-margin, and low-loyalty fast food companies are desperately looking to get ahead of the competition.
Burger King first announced its new chicken sandwich in February, which is served on a potato bun with pickles and a hearty sauce. To differentiate the product, Burger King has now renamed the sandwich to “Ch’King” (originally it was simply referred to as a hand-breaded crispy chicken sandwich).
Although Burger King is one of thousands of brands celebrating Pride Month with deals, the timing coincides by coincidence with a previously announced Ch’King promotion: To raise awareness and increase sales, Burger King said last month, that there would be free Whopper for all customers who order a Ch’King via the Burger King website or app from June 3rd to 20th.