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Burger King takes a stand on the ‘pink tax’

The company used its Chicken Fries to highlight the higher prices women pay for female versions of products.
Burger King

Burger King is taking a stand in favor of equal prices.

The Miami-based burger chain has a new video, called “Chick Fries,” which aims to highlight the higher prices that women pay for female versions of products such as razor blades—known as the pink tax.

The company started selling a version of its Chicken Fries in a pink box and called them Chick Fries at a single location for one day. But the Chick Fries were offered at $3.09, much higher than the $1.69 that Burger King was selling its regular Chicken Fries for.

Video at the store caught customers getting angry—until the manager asked them whether they ask the same thing when they buy higher-priced razor blades and other products.

“Burger King restaurants welcome everyone, and we see Pink Tax as extremely unfair,” said Renato Rossi, head of marketing in North America for Burger King. “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.”

The company said that its pink Chick Fries box will be available today in select locations in Miami, New York City, Los Angeles, San Francisco and Chicago. But the fries will be the same price as the regularly boxed Chicken Fries, $1.69.

Burger King cited a 2015 New York City study that found women pay higher prices for 42% of products offered, and found that women’s products on average cost 7% more than men’s products.

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