— Burger King (@BurgerKing) June 29, 2014
Burger King, like the rest of us, is celebrating LGBT Pride Week. For this special occasion, one San Francisco BK restaurant has introduced a special Proud Whopper, a sandwich wrapped in a rainbow of bright colors. But when you unwrap it, inside, all you’ll find is a regular old Whopper.
Well, the company says that’s kind of the point.
Inside the wrapper, there’s another message: “We Are All The Same Inside.”
Back in May, the company announced that it was shifting its motto slightly from “Have It Your Way” to “Be Your Way.”
“BURGER KING® restaurants are, and always have been, a place where you come as you are, eat what you want, how you want, with whom you want, and step out of this world of standardization that tells you if you do something different, people might look at you,” the press release read.
This special edition LGBT Pride burger is one iteration of that.
“We felt that [the Proud Whopper] could bring to life a message of equality, self-expression, authenticity and just being who you are,” Fernando Machado, SVP of global branding at Burger King told Time.
According to the magazine, there’s a video clip coming that showcases customer reaction, some good and some bad.
Regardless of some criticism, the burger chain has worn its stripes proudly, sponsoring pride parades in New York and San Francisco. The Proud Whopper will be available throughout San Fran’s Pride Week.
It’s a little cheesy, but actually really effective. Burger King sells burgers. And they want to show their support for the LGBT community. They’re not trying to be cool (at least I hope not), but they’re working with what they’ve got to get out the message they want to send. Makes me wish there was a Proud Whopper in NYC for me to eat for lunch.