July 27, 2018

The fast-food chain Burger King showed the unfair 'Pink Tax' of America by selling Chick Fries in a custom pink box at a higher price for one day, on July 26.

Burger King conducted the experiment to peck at the unfair Pink Tax. The international fast-food chain still chose some locations in New York, Chicago, Miami, San Francisco and Los Angeles to supply Chicken Fries at the SAME price since they tried to demonstrate that everyone should spend the same amount of money for the same goods, whether it’s designed for women or not.

The New York City Department of Consumer Affairs says that the female version of merchandise usually cost 42 percent more than the male version. According to data collected in California, the extra charge costs women $1351 on average every year. To raise customers’ awareness, Burger King sold its Chicken Fries, which commonly cost $1.69, in a pink box with a chicken having eyelashes at the price of $3.09. Of course, the reactions of the female consumers were not happy about the higher price as they were filmed.

Christopher Finazzo, president of Burger King North America, told USA Today that they promoted the activity to arouse people’s awareness of the unfair Pink Tax and to call for people to go to CallMyCongress.com to show their dissatisfaction against the Pink Tax. This April, California Congressperson Jackie Speier also mentioned that such color discrimination would only make women meet more economic disadvantage.