NEW YORK — Burger King is celebrating gay pride with a message on its Whopper wrappers.
The fast-food chain says it will post a video online Wednesday that shows scenes from a San Francisco location where it sold a “Proud Whopper.” Customers were not told what is in the burger, which comes wrapped in rainbow paper. Once opened up, a message inside the wrapper states, “We are all the same inside.”
The idea is that the Proud Whopper is no different from the regular Whopper, despite its colorful packaging.
The marketing effort is part of Burger King’s push to connect with customers in a more meaningful way, particularly with the younger individuals fast-food chains are known for courting. As part of that push, Burger King recently said it was retiring its “Have It Your Way” slogan in favor of the more personal “Be Your Way” (Ad Age pointed out the phrase was “grammatically challenged”).
Whether the new approach can help Burger King Worldwide Inc. boost sales remains to be seen. The company, based in Miami, Fla., was acquired and taken private by 3G Capital in 2010. The Brazilian private investment firm took the chain public again in 2012 in a deal that allowed it to retain a majority stake while more than recouping its investment.
3G has been trying to revitalize Burger King’s image and menu ever since with mixed results in the U.S., where traditional fast-food chains have struggled amid competition from newer players such as Chipotle. Last year, Burger King’s sales at established North American locations slipped 0.9 percent.