diff --git a/changes/1746.bugfix.rst b/changes/1746.bugfix.rst
new file mode 100644
index 000000000..0c9d3a96f
--- /dev/null
+++ b/changes/1746.bugfix.rst
@@ -0,0 +1 @@
+Escaping of quotation marks in TOML templates was corrected.
diff --git a/src/briefcase/integrations/cookiecutter.py b/src/briefcase/integrations/cookiecutter.py
index 25c0e5868..3c66ffd06 100644
--- a/src/briefcase/integrations/cookiecutter.py
+++ b/src/briefcase/integrations/cookiecutter.py
@@ -62,7 +62,7 @@ def __init__(self, environment):
 
         def escape_toml(obj):
             """Escapes double quotes and backslashes."""
-            return obj.replace('"', '"').replace("\\", "\\\\")
+            return obj.replace("\\", "\\\\").replace('"', '\\"')
 
         def escape_non_ascii(obj):
             """Quotes obj if non ascii characters are present."""
diff --git a/tests/integrations/cookiecutter/test_TOMLEscape.py b/tests/integrations/cookiecutter/test_TOMLEscape.py
index e80adc335..a3e6d05f5 100644
--- a/tests/integrations/cookiecutter/test_TOMLEscape.py
+++ b/tests/integrations/cookiecutter/test_TOMLEscape.py
@@ -10,7 +10,7 @@
     [
         # Single digit minor
         ("Hello World", "Hello World"),
-        ('Hello " World', 'Hello " World'),
+        ('Hello " World', 'Hello \\" World'),
         ("Hello \\ World", "Hello \\\\ World"),
     ],
 )