Burger King tackles ‘pink tax’ with PR stunt

The fast food chain offered female customers its chicken fries in pink boxes, dubbing them ‘chick fries’ and charging $1.40 more. The move follows the Pink Tax Repeal Act.

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Fried chicken might not strike you as feminist, but Burger King has consumers rethinking their purchasing habits.

The fast food chain recently struck out against what many call the “Pink Tax”—by jacking up the price of one of its menu items for female customers.

In a statement, Burger King said:

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*.

Adweek reported:

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