Carl's Jr. Launches Petty Campaign to Dislodge Burger King

Carl's Jr. has initiated a playful but pointed marketing campaign aimed at dethroning Burger King, offering free food to customers who share evidence of them discarding the rival chain's signature paper crown. Dubbed the "Stealing The Crown" promotion, the initiative encourages participants to send a photo via Instagram direct message showing them getting rid of a Burger King crown. The first 100 customers to do so will receive a complimentary Angus Maximus burger.

Alternatively, customers can qualify for the promotion by submitting a photo of an old competitor's receipt dated between January 1, 2026, and September 7, 2026. Submissions must be received by 11:59 p.m. on September 25. Winners can claim their Angus Maximus, a third-pound Angus beef burger with various toppings, through October 27. The promotion is open to Carl's Jr. My Rewards members aged 18 and older, with stipulations against submitting illegal or inappropriate content.

Social media users have responded enthusiastically to the campaign, with many expressing eagerness to participate. The campaign highlights a playful rivalry within the fast-food industry, though it comes as Burger King continues its own significant brand overhaul.

Burger King has been investing heavily in its "Reclaim the Flame" initiative, reportedly committing $700 million through 2028 to update restaurant design, technology, and menu offerings, with a strong focus on the Whopper. Recent changes include recipe enhancements, such as improvements to the bun and mayonnaise, and packaging the Whopper in a box instead of paper. The chain also introduced the Whopper Guarantee, promising to remake any Whopper that customers find unsatisfactory. Burger King's president, Tom Curtis, has also engaged in public relations stunts, including a video of him eating a Whopper, seemingly in response to a similar demonstration by McDonald's CEO Chris Kempczinski.

Despite Carl's Jr.'s efforts, data from the QSR 2026 annual report indicates a significant gap in market performance. Carl's Jr. ranked 37th out of 50 fast-food chains based on sales and growth metrics, while Burger King secured the eighth position.