After asking people to buy from McDonald's, Burger King UK is allowing local restaurants to use its Instagram handle for free

• Burger King UK is emerging as the King of hearts with its one kind gesture at a time.
• It is now taking a break from burger pictures to help its local friends in the hospitality sector.
• After promoting its direct competitor McDonald’s in November, the food giant is allowing local restaurants in the UK to promote their signature dish on Burger King’s Instagram page for free.

After Burger King told its UK customers to order from rivals McDonald's, Taco Bell, and KFC to protect jobs in the food sector, the food giant is referring its consumers to local restaurants who need their help to survive by donating its Instagram handle to promote their signature dish for free.

Burger King UK took to Twitter shortly after the UK government announced that it is placing London into its strictest COVID-19 lockdown tier from December 16 as the cases continue to rise in the capital city.

The letter titled ‘There’s more to life than the Whopper,’ reminded Burger King’s followers that its friends from the hospitality sector need their help now more than ever. It also taking a break from burger pictures on Instagram by donating its platform to local restaurants until they can reopen.

"There's Roti King, Sultan's palace, Tayyab's, Eco, Dumplings Legends, Ochi's, Damak, Platzki..." Burger King UK tweeted. "In short, there are many great dishes from thousands of restaurants that deserve to be as famous as the Whopper. As we head into tier three across more parts of the country, it's clear independent restaurants need all our support."

Earlier in November, Burger King UK pulled a similar move by directing its followers to order from other competing fast-food franchises, pointing to chains like McDonald’s, Pizza Hut, and KFC, to mention a few. It received overwhelmingly positive feedback on social media platforms across the world and as per UserTesting Survey, the food giant was also successful in wooing its consumers with its gesture as its customer loyalty soared in the market by leaps and bounds.

It has been a challenging year for businesses of all kinds and sizes. Burger King has reminded huge corporates that profits need not be their top priority and brands can also care for people and have emotions. Its kind letters are helping the brand humanise itself and also emerge as ‘the King of hearts.’

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