Burger King has once again thrown down the gauntlet in the fried chicken sandwich wars, and this time, the fast-food chain is making things personal.
On June 3, the burger chain took aim at Chick-fil-A’s history of donations to anti-LGBTQ organizations in a tweet announcing it will donate up to $250,000 of the proceeds from its new premium chicken sandwich, Ch’King, to The Human Rights Campaign (HRC).
“The #ChKing says LGBTQ+ rights!” the company wrote.
“During #Pride Month (even on Sundays) your chicken sandwich craving can do good!” they added, taking a not-so-subtle jab at Chick-fil-A being closed on Sundays. “We are making a donation* to @HRC for every Ch’King sold.”
For every hand-breaded chicken sold, 40 cents will go to the cause.
*6/3-6/30 with every Ch’King sold, BK will contribute 40₵ to the Human Rights Campaign (Max. donation $250k)
— Burger King (@BurgerKing) June 4, 2021
The company emphasized that the Ch’King is available on Sunday, taking a jab at Chick-fil-A which observes the Sabbath on Sunday.
Chick-fil-A is a fast food eatery known for its chicken-based meals. Before 2012, the restaurant regularly donated to anti-LGBTQ+ groups, and its CEO Dan Cathy said supporting same-sex marriage would invite God’s judgment on the country.
“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 told USA TODAY via an email.