Burger King unveiled its new "proud whopper" burger Tuesday, further emphasizing its "Be Your Way" slogan.
The sandwich, also dubbed the "gay pride burger," is wrapped in rainbow-colored paper with the message "We are all the same inside," according to USA Today. The meat creation is on the menu at Burger King's San Francisco Market Street location until Thursday. The company will give proceeds from sales to the Burger King McLamore Foundation - an organization that awards scholarships to LGBT high-school seniors.
"It showcases who we are as a brand," stated Fernando Machado, Burger King's senior vice president of global brand management at Burger King. "It shows how we, as a brand, believe in self-expression."
"I hope when they see what we're trying to do here, people will galvanize around this message of equality," expressed Machado to Bloomberg Businessweek.
"Whenever a company comes out in support of gay people, it makes a difference," added Jordan Bach, a corporations' consultant on gay rights issues. "But when it's done right-when it's done with a campaign that shows the company understands diversity and really believes in the profound acceptance of other people - that sort of marketing can change minds and hearts at the deepest level."
Burger King's news is the latest development since Chick-fil-A said it did not support gay marriage. The fast food chicken chain also sparked debate in the media, as critics composed editorials, held protests and made music videos, according to Pride Source.
"While my family and I believe in the Biblical definition of marriage. we love and respect anyone who disagrees," declared Dan Cathy, president and son of the chicken joint's founder Truett Cathy in a Facebook post.
San Francisco's 44th annual Pride Celebration and Parade passed Burger King's Market Street restaurant June 28, and 29, 2014.
