You can be on Entrepreneur’s cover!

Burger King Under Fire For 'One of the Dumbest Displays' of Activism in New Pride Campaign The company debuted a 'Pride Whopper' in honor of June being Pride month.

By Emily Rella

entrepreneur daily
SOPA Images | Getty Images

Have It Your Way indeed, we suppose.

In yet another marketing swing and a miss, Burger King is the latest big name company to come under fire for its new "tone-deaf" campaign surrounding the Pride Whopper, a new version of the chain's iconic sandwich.

To be clear, nothing about the Whopper sandwich itself has changed except the buns. On the Pride Whopper, customers can choose either two top buns or two bottom buns.

Burger King Austria rolled out the new campaign that features a rainbow background and two Pride whoppers alongside the slogan "Time to be proud."

The company also posted the new concept to its Instagram account alongside a lengthy caption, which (roughly translated) states that the Whopper represents "two equal buns for equal love and equal rights" and that the sandwich is "meant to put a smile on our faces."

Related: Burger King Reveals Major Changes for Its Whopper and Other Menu Items

However, many on social media were all but putting smiles on their faces, slamming the chain for insensitivity and lack of awareness.

Burger King Austria's Instagram account was also littered with over 2,300 comments from users across the globe.

"Late capitalism is a great time to be alive," one joked.

Many accused the company of "pride-washing" (a term used to describe a business or a company that displays rainbow colors or Pride-specific campaigns during Pride month but doesn't actually engage in tangible action or support towards the LGBTQ+ community) and questioned the company on its true intentions.

"What are you actually DOING to support the community," one Instagram user questioned. "Aside from this MESS?"

The campaign is currently only running in Austria and the Pride Whopper will be available through June 20.

"The Equal Buns campaign was executed by our Burger King Austria team, to highlight equal rights and equal love — through a play on the traditional Whopper build — featuring two identical buns on the two options of the sandwich. Burger King Austria also serves as an Official Proud Partner and Sponsor of Vienna Pride 2022," Burger King told Entrepreneur via email.

However, this is not the chain's first go at such a product.

Back in 2014, U.S. locations of the chain revealed the original Proud Whopper, which consisted of a regular Whopper wrapped inside a rainbow-printed burger wrap that featured the LGBTQ+ flag on the front with the words "We are all the same" printed inside.

The burger, however, was only sold for a week at a Burger King location in San Francisco, California.

The chain is a part of Restaurant Brands International, which was down around 24% year over year as of Wednesday morning.

Emily Rella

Entrepreneur Staff

Senior News Writer

Emily Rella is a Senior News Writer at Entrepreneur.com. Previously, she was an editor at Verizon Media. Her coverage spans features, business, lifestyle, tech, entertainment, and lifestyle. She is a 2015 graduate of Boston College and a Ridgefield, CT native. Find her on Twitter at @EmilyKRella.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Business News

A Non-Profit Newspaper Published a Column Criticizing Facebook. Then Meta Blocked All of Its Posts.

Facebook's communications chief said that the posts were removed because of "a mistaken security issue."

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

Business News

Walmart Shoppers May Be Eligible for $500 After Settlement

Walmart shoppers who purchased weighted goods or bagged citrus in the U.S. or Puerto Rico from late 2018 through early 2024 might be eligible for a share of a $45 million settlement.

Business News

Elon Musk Reveals When Tesla Will Release Its First Robotaxi

Tesla's CEO says the fully autonomous Tesla taxi is arriving soon — in 122 days.

Business News

Total Solar Eclipse 2024 Live Feed: Where, When and How to Watch the 2024 Eclipse

Here's what to know about the total eclipse 2024 and a live stream from NASA.

Growing a Business

Stanford Professors On the Counterintuitive Strategy That Helps Google Hire Top Talent

We assume that the best processes are seamless, but a little friction can go a long way.