A reigning burger behemoth may have to call in the royal guard, with a fast-food rival daring to aim at Burger King's long-held crown.
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Indeed, Carl's Jr., cursed with something of a diminutive moniker for a burger joint, took to Instagram earlier this week to pronounce a royal decree.
"Easiest free burger of your life, because you deserve better, king," the chain wrote alongside an image of a gloved hand holding a picture of a garbage can full of Burger King's famous paper crowns. Another hand holds up Carl's Jr.'s latest offering, the Angus Maximus.
The caption went on to explain the chain's "Stealing the Crown" promotional campaign. Fast-food fans willing to surrender the crown can send Carl's Jr. a photo showing a discarded crown via Instagram DM.
The reward for the first 100 eligible entrants to do so? A free Angus Maximus.
Per its website, Carl's Jr.'s latest burger offering features 1/3 pound of 100% Angus beef cooked fresh to order, topped with American cheese, onion, pickle, mayo and special sauce on a brioche bun.
It clocks in at 710 calories, which is nothing to a warrior worth their burger grease on the battlefield of the never-ending fast-food wars.
More Details on Carl's Jr.'s Bid for Burger King's Crown
"Carl's Jr. believes the next burger battle will be won on quality," Burge Diemer, chief marketing officer at Carl's Jr., declared in a statement. "A burger worth fighting for shouldn't be waiting for you in a holding cabinet — it should hit the grill when you order it. With 'Stealing the Crown,' we're inviting burger fans to surrender the crown and taste the difference for themselves with an Angus Maximus cooked fresh specifically for them."
The promo also allows customers to submit receipts from rival burger joints dated between Jan. 1 and Sept. 7, 2026, instead of a photo of a discarded crown. Participants must be My Rewards members, and the promotion runs through Sept. 25.
Meanwhile, burger lovers took to the comments of Carl's Jr.'s latest "Stealing the Crown" Instagram post to suss out just how far the chain is willing to go to become burger royalty.
"You guys beefing???" one top comment read, with the chain shooting back: "major beef."
Another fan added, "Fantastic marketing," with another writing, "on my way."
However, at least one onlooker remained a loyal subject.
"I'll always side with Burger King," the lionhearted BK supporter wrote.
