The donation referred to in the tweet is 40 cents per sandwich.
As trolling goes, this is masterful. Notice how 1) they keep the tweet positive, keeping the emphasis on the purportedly good things they’re doing rather than making a direct attack, and 2) they’re not déclassé enough to actually spell out their rival’s name.
And who knows? Maybe there are enough consumers out there, gay or not, who care about this issue enough to actually throw their business Burger King’s way. Or at least try the sandwich, which is usually the point when you’re promoting a new product.
So, to Burger King: Well done, your majesty.
Pan Demetrakakes is a Senior Editor for Food Processing and has been a business journalist since 1992, mostly covering various aspects of the food production and supply chain, including processing, packaging, distribution and retailing. Learn more about him or contact him