Burger King UK has pledged to stop advertising on its Instagram account temporarily to instead offer those little squares to the local restaurants that need it the most. It comes after more and more of England being placed in Tier Three of local restrictions, and so the fast-food giant has promised to help smaller businesses in this time of need.

Their Instagram post states that ‘There’s more to life than the whopper.’ And continues, ‘”There’s Roti King, Sultan’s Palace, Tayyab’s, Eco, Dumplings Legend, Ochi’s, Damak, Platzki… In short, there are many great dishes from thousands of restaurants that deserve to be as famous as the Whopper.

The pledge has been welcomed by the public and praise has been made for the burger company putting the needs of smaller companies ahead of their own profits. Since the announcement, Burger King France has followed in line too. Perhaps this will path the way for other big brands to do the same?