Burger King is offering free meals for military and veterans, its first of its kind.
In an effort to boost the company’s image, the fast food chain is offering a free burger on Wednesday.
The first of the burgers will be served at the Burger King Veterans Grill, located at the VA Medical Center.
It is a new initiative and Burger King hopes to reach veterans and service members who may not otherwise be able to afford a meal.
Burger King is one of a handful of chains to offer veterans and veterans-friendly meals.
The company has previously served a free meal to soldiers and police officers.
“Burger king is committed to supporting our military and our veterans and their families by providing a delicious meal,” said Mark Thompson, senior vice president of corporate communications for Burger King, in a statement.
“It’s been our mission for many years to make sure that every American has a safe, enjoyable and healthy meal, so we’re pleased to announce this new program.
Veterans and military families can now visit the Veterans Grill and get their burger.”
Burger Kings’ new program comes as the company prepares for its biggest market share increase in the past decade.
It has a market share of about 3 percent, up from 1.3 percent last year, according to market research firm Technomic.
The company also is making changes at other restaurants.
It is increasing the number of burger counters in the U.S. and Canada and adding locations in Japan and Mexico.