Market Overview

BURGER KING® Restaurants Peck at Pink Tax with "Chick" Fries


The Brand Spotlights the Unfair Extra Charge of Pink Tax and Now
Offers All Guests $1.69 Chicken Fries

It's a sad reality. Products that are marketed to women are more
expensive than those marketed for men. The additional cost women pay for
nearly identical products is called the "Pink Tax". On average, the
female version of products cost more 42 percent of the time*. BURGER
KING ® restaurants are known for allowing people to have it their way so
the BURGER KING® brand decided to inform guests of the unfair Pink Tax.
For one day, the BURGER KING® brand took over one of its restaurants and
sold regular Chicken Fries for $1.69 and Chicken Fries for Chicks in a
custom made pink box at a higher price to show guests the effect of the
Pink Tax.

This press release features multimedia. View the full release here:



In a video on,
unsuspecting female guests were charged a Pink Tax on "Chick Fries",
which were Chicken Fries sold in a pink box. The video captures guests'
unfavorable reactions to the unfair extra cost for the Chick Fries box.
The pink Chick Fries box will be available today in select locations in
Miami, New York City, Los Angeles, San Francisco and Chicago while
supplies last for the SAME price as regular Chicken Fries, now only

"BURGER KING® restaurants welcome everyone, and we see Pink Tax as
extremely unfair," said Christopher Finazzo, President, North America
for the BURGER KING® brand. "We created this experiment with
fan-favorite Chicken Fries to demonstrate the effect of Pink Tax and how
everyone should pay the same for the same products – whether it's pink
or not."

While the BURGER KING® brand does not believe in charging a Pink Tax,
Chicken Fries are now available at a lower price of $1.69 for everyone
for a limited time only in select restaurants nationwide. With 9 pieces
per order, Chicken Fries are made with white meat chicken coated in a
light crispy breading and seasoned with savory spices and herbs. Chicken
Fries are perfect for dipping in any of the BK® restaurant's delicious
dipping sauces including BBQ, Honey Mustard, Ranch, Zesty, Buffalo and
Sweet & Sour.

*New York City Department of Consumer Affairs:


Founded in 1954, the BURGER KING® brand is the second
largest fast food hamburger chain in the world. The original HOME OF THE
WHOPPER®, the BURGER KING® system operates more
than 15,000 locations in approximately 100 countries and U.S.
territories. Almost 100 percent of BURGER KING® restaurants
are owned and operated by independent franchisees, many of them
family-owned operations that have been in business for decades. The
BURGER KING® brand is owned by Restaurant Brands
International Inc. ((TSX, NYSE:QSR), one of the world's largest quick
service restaurant companies with more than $27 billion in system-wide
sales and over 23,000 restaurants in more than 100 countries and U.S.
territories. To learn more about the BURGER KING® brand,
please visit the BURGER KING® brand website at
or follow us on Facebook and Twitter.

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