As a celebration of gay pride, Miami-based Burger King introduced the Proud Whopper in San Francisco last week. The sandwich is the same as a regular whopper-- only wrapped in rainbow-hued paper with the inscription, "We are all the same inside." Proceeds from the sales of the limited-edition sandwich will be donated to the Burger King McLamore Foundation that promotes the advancement of education in teens.
The special burger with a message of equality will only be available at one Burger King restaurant in San Francisco through Thursday, July 3, but this looks like only the beginning of the company making a strong statement in support of the LGBT community.
Although the fast food giant has no plans of mass distributing the Proud Whopper, Fernando Machado, senior vice president of global brand management at Burger King says the company "may consider something even bigger later on."
The company has already tied in its new "Be Your Way" slogan with the equality message, posting a rainbow burger logo on its Facebook page with the #BeYourWay hashtag, encouraging a dialogue on equality issues.
Burger King will also celebrate the burger with the release of a digital short on Youtube.com/BurgerKing sometime today. Filmed on location in San Francisco, the film shows the reaction of people who order the sandwich.
This is not the first time the King has supported the gay community. According to an OC Weekly article, the company donated between $5,000 to $10,000 to the Gay and Lesbian Task Force.
The company also seems like a good place to work, too. According to the Human Rights Campaign, an organization that fights for LGBT rights, Burger King provides domestic partner health benefits; offers equal health coverage for transgender individuals without exclusion for medically necessary care; has a company-supported LGBT employee resource group; and has a non-discrimination policy that includes sexual orientation.
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Update: The Proud Whopper video was just released on YouTube.