Virtue-signaling Burger King slammed for not-so-subtle dig at Chick-fil-A amid flailing sales

Burger King appears to be going woke as the chain struggles to keep up with the competition — even though addition by subtraction rarely works.

Not only is the burger joint embracing the LGBTQ+ movement with the introduction of a new chicken sandwich, the company decided to take a cheap shot at rival Chick-fil-A in the process.

The new sandwich comes on the heels of a “$1 Your Way” menu introduced in late December, which was described as “an important step” in addressing a perceived “value” problem.

In a tweet posted Friday, Burger King announced that for every “Ch’King” sandwich sold, it would donate 40 cents to The Human Rights Campaign, up to $250,000. The chain took a not-so-subtle shot at Chick-fil-A, with this brazen addition: “(even on Sundays 👀).”

Founded by S. Truett Cathy, a devout Christian who believed in family values, Chick-fil-A is run today by son Dan Cathy and remains closed on Sundays in observance of the Sabbath.

The elder Cathy, who died in 2014, set off a firestorm of criticism from the left when he voiced support for traditional marriage — in the subsequent onslaught, the liberal media claimed the company “regularly donated to anti-LGBTQ+ groups.”

Of course, under today’s hypersensitive standards that includes organizations like the Salvation Army, or any Christian group that fails to kneel before the secular gods on the left.

The pandemic played havoc with much of the restaurant industry in 2020, but Burger King would end up “well behind its competitors,” according to Restaurant Business:

Burger King’s same-store sales declined 2.9% in the U.S. in the last three months of the year, only a modest improvement from the 3.2% decline in the third quarter. It’s also a substantial underperformance against the market’s leader, McDonald’s, where same-store sales rose 5.5% during the same period.

 

Reuters reported in late April that Burger King’s comparable sales were up 6.6% in the U.S. this year, noting that “the rise was smaller than the 13.6% jump posted by larger rival McDonald’s Corp.”

“McDonald’s sales surge was partly due to its new crispy chicken sandwiches that were rolled out earlier this year in the United States and compete directly with a similar offering from Restaurant Brands’ Popeyes fast-food chain,” the news agency reported.

Imitation is the sincerest form of flattery, it would appear, as seen with the “Ch’King” sandwich introduction.

An introduction that coincides with June being “Pride Month,” an entire month set aside to celebrate those who opt to engage in sex with members of their own gender.

“This is a community we love dearly and have proudly supported over the years, so we couldn’t miss an opportunity to take action and help shine a light on the important conversation happening,” a Burger King spokesperson said in a statement.

The ultimate question should be answered in the coming months: Will Burger King’s embrace of the woke agenda draw more liberals or offend more conservatives? While the media bills it a chicken sandwich war, it goes much, much deeper than that.

Here’s a quick sampling of responses to the Burger King tweet from all sides:

Tom Tillison

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