Burger King Austria unveiled on Instagram its new LGBTQ promotion showcasing “two equal buns” per burger.
QUICK FACTS:
- Fast-food restaurant Burger King Austria took to Instagram to announce its new “Pride Whopper,” released to celebrate “Pride Month,” when during the month of June the world’s LGBTQ+ communities commemorate their sexuality.
- Diners will have until June 20 to feast on the new burger configuration, which is the normal Whopper hamburger sandwich but with “two equal buns,” meaning Burger King patrons can get it with either two top halves or two bottom halves.
- The restaurant’s announcement has attracted worldwide criticism on social media. “Burger King has introduced a new ‘Pride Whopper’ where you can order it with two tops or two bottoms of buns. What a strange advertisement,” tweeted conservative author and political commentator Brigitte Gabriel (@ACTBrigitte). “I’ll take my Whopper with a regular bun because ordering fast food doesn’t need to be a political statement for me.”
- Burger King’s move has prompted speculation the company could face a boycott. Scott Talan, assistant professor of communication at the American University, points out, “The question is going to be how many people might be offended, and how offended they actually are.” “That is what the question becomes: will this gain more customers and build brand loyalty, or whether it will result in a loss of regular customers?”
- “With this campaign, I’m not fully sure if those at Burger King even knew how this might play out,” added Talen.
WHAT BURGER KING AUSTRIA SAID IN THE POST:
- “May we introduce The Pride WHOPPER®,” Burger King Austria’s Instagram post reads. “With two equal buns for equal love and equal rights.”
- “We set an example for the equality of all identities and sexual orientations. A little twist meant to put a smile on our faces and remind us to treat each other with respect and peace. No matter who you are and who you love. #TimeToBeProud,” it goes on to say.
- “The Pride WHOPPER® is now open until June 20th. available in all restaurants! How are you celebrating Pride this year?”
BACKGROUND:
- Western surveys have found that about 93% of men and 87% of women identify as “completely” heterosexual. Only 4% of men and 10% of women as “mostly” heterosexual, 0.5% of men and 1% of women as bisexual, 0.5% of men and 0.5% of women as “mostly homosexual,” and 2% of men and 0.5% of women as “completely homosexual.”
- Fellow restaurant giant Pizza Hut is also facing backlash from conservatives and other social media critics for promoting a book about “drag kids.”
- A U.K. police force also faced ridicule for tweeting its support for gay pride but then in the same tweet warning respondents that it would “monitoring” replies for “hate crime,” Summit News reports.
