Mr. Machado says this week’s activity is part of a long-range campaign around inclusion and self-expression. He said the message is consistent with Burger King’s personnel policy that offers benefits to employees’ same-sex partners and prohibits discrimination on the basis of sexual orientation as well as race, religion or other categories.

Burger King Worldwide Inc. is serving up a new video and a specially wrapped version of its flagship sandwich to trumpet its support of gay, lesbian, bi-sexual and transgendered people.

The effort makes the Miami-based burger giant the first of the big U.S. fast-food chains to take such a bold stance on the politically charged issue, and underlines how a growing number of retailers see support for LGBT rights as good for business.

Burger King on Wednesday launched a short film on YouTube in support of the LGBT community. The company filmed patrons of a Burger King along the San Francisco Pride Parade route who were surprised to open a Whopper wrapped in rainbow-colored paper with the message “we are all the same inside.” The “Proud Whopper,” which is otherwise identical to the Whopper sandwiches not wrapped in the rainbow paper, is available at that San Francisco Burger King through July 3.

Read More