While most companies are performative when it comes to their Pride Month initiatives, Burger King is taking a stand against homophobia by declaring a new chicken sandwich war against Chick-fil-A. 

On June 3rd, Burger King boldly announced on Twitter that it will be donating up to $250,000 of the proceeds from its latest premium chicken sandwich, Ch’King, to The Human Rights Campaign (HRC). For every sandwich sold throughout June, 40 cents will be donated to the cause. 

The fast-food chain also highlighted that the Ch’King is available “even on Sundays” with the eyes emoji, taking a dig at devout-Christian-owned Chick-fil-A, which is closed on Sundays to observe Sabbath. 

While Chick-fil-A is famous for its delicious chicken sandwiches and excellent customer service, the chain is also known for its controversial takes on homosexuality and same-sex marriage. Before 2012, the franchise regularly donated to anti-LGBTQ+ organizations. That year, CEO Dan Carthy stated that the company supported “the biblical defintion of the family unit.” Carthy also later stated in a radio interview, “As it relates to society in general, I think we are inviting God’s judgment on our nation when we shake our fist at him and say, ‘We know better than you as to what constitutes a marriage.’”’

In recent years, Chick-fil-A has made efforts to distance itself from its anti-gay reputation and lack of support of the LGBTQ+ community. In 2019, for example, the company modified its charitable foundation by ending donations to the Salvation Army and the Fellowship of Chrisitan Athletes— two organizations charged with being anti-LGBTQ+ for their contentious stances on homosexuality and same-sex marriage.

As far as Burger King is concerned, the Ch’King seems to be their attempt to catch up in the chicken sandwich wars of the fast food industry, which began with the release of the Popeyes chicken sandwich in 2019. The viral craze prompted millions of customers to flock to the chain in hopes of getting their hands on one.

Burger King’s new menu item, served on a potato bun with pickles and a signature sauce, was initially announced in February. In order to distinguish the product, Burger King has since renamed it the “Ch’King.” With many brands utilizing Pride Month to celebrate with deals and promotions, the timing of the Ch’King comes at a convenient time for Burger King to drive sales and promote the message that love is love all at the same time. 

“This is a community we love dearly and have proudly supported over the years, so we couldn’t miss an opportunity to take action and help shine a light on the important conversation happening,” a Burger King spokesperson told USA TODAY via email.