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Burger King UK Tweets That ‘Women Belong In The Kitchen’ On International Women’s Day
While everyone was congratulating women on International Women’s Day, Burger King UK decided to do something different. In what appears to have been a desperate attempt to get exposure, the fast-food chain tweeted that “Women belong in the kitchen.”
The message was meant to inform about a new initiative Burger King has launched to help increase the number of women in head-chef roles. But people weren’t buying it.
Many Twitter users said the company’s initial tweet (which was followed in a thread by an explanation of the initiative) was tone-deaf. Some even vowed to not eat at the chain anymore.
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Global Chief Marketing Officer at Burger King’s parent company, Fer Machado, said on Twitter the company is “indeed sorry” about how the tweet in question came across. “The intention behind the activity is actually good. Taking it down would give even more attention to it. Believe it or not, I deeply care about doing the right thing. Will do better next time,” he said.
The tweet was followed by a couple of messages, explaining the initiative it was meant to promote
Image credits: BurgerKingUK
Following the backlash, the company told Insider in an emailed statement that, “Our tweet in the UK today was designed to draw attention to the fact that only a small percentage of chefs and head chefs are women.”
“It was our mistake to not include the full explanation in our initial tweet and have adjusted our activity moving forward because we’re sure that when people read the entirety of our commitment, they will share our belief in this important opportunity.”
People and companies immediately thought it was a mistake
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In its statement, the company stressed it is committed to helping women break through the male-dominated culinary culture in the world’s fine dining restaurants. The fast-food giant said it is doing this by creating the Burger King Helping Equalize Restaurants, or HER, scholarship to support employees pursue a degree in culinary arts.
The slogan even made it to print
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“This is a start in doing our small part to help women in the culinary field achieve their ultimate goal,” the company said in the press release, adding that women occupy only 7% of head-chef positions in restaurants.
Eventually, the backlash got so big, Burger King realized they might have been in the wrong
Image credits: BurgerKingUK
Image credits: BurgerKingUK
Speaking to Fast Company, Machado said that social engagement is something the brand typically does very well and puts a lot of thought into. “We don’t force-fit executions into different media. We always try to take into consideration what works well in each specific medium and make sure the asset is tailored for that use. In this specific case, we agree, it could have been done better. Hopefully, people will be able to see thru it and understand the real intention behind the activity we are doing.”
When asked if he would do it differently given the chance, Machado said, “The roll out plan in some other markets, like the U.S., was already different. But we are surely taking a second look into it so that our intention is better reflected [in] the way we execute. We are always learning here and trying to do better.”
But people think it’s already too late and the damage is done
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N G 4 years ago
The only time "women belong in the kitchen" is acceptable is when it's followed immediately by "men belong in the kitchen. Everyone belongs in the kitchen. That's where the food is". ANYTHING else - especially when it's split over multiple tweets where context is obliterated, is a bad move.
Erin 4 years ago
I actually found this pretty funny at first, in a "Who the hell would think this was a good idea to tweet?" kind of way.
Jane Doe 4 years ago
Ooh, yeah, like watching a fail video, and thinking, “wait for it.”
Load More Replies...
Raven Sheridan 4 years ago
Obviously they didn't have a woman on their marketing team, because if they did there's no way in hell that that comment would have gone out into the world. They may have meant it to reflect something else, but it's a total fail! Burger King, stop digging yourselves in deeper. 🤦♀️
Paul Davis 4 years ago
yeah from looking at their upper management I wonder how far down the ladder you do have to go before you find any women working for them.
Load More Replies...
Thomas E S Thomas 4 years ago
Everyone belongs in the kitchen. Grandma, mom, dad, kids, the dog. The kitchen is more than just a place to cook and do dishes. It’s a gathering place, a neutral location where tummies are full and everyone is happy. The kitchen is a place for family.
Hans 4 years ago
Calm down, people. This is wanted attention, maybe even wanted cancellation. This is how marketing directors work nowadays. Best to ingore them. Instead of retweeting or discussing, better go to the kitchen and prepare a really good burger. Gender notwithstanding. (Occasional chef Hans does the burgers over here and I think I belong well into the kitchen to do so.)
blugeagua 4 years ago (edited)
But it's still a problem when misogynists start using that tweet for their own gain.
Load More Replies...
Combine Elite Soldier 4 years ago
If I'm being honest, I think this was just an honest mistake, and they even admitted fault in the end. I think, had they used that reword that one of the users suggested, things would have gone a much different, probably better way. And also I don't really use Twitter so are you able to edit tweets?
Nevits Yibble 4 years ago
I'm still grappling with "Burger King" and "culinary dreams" being used in the same sentence
Anita Pickle 4 years ago (edited)
I wonder how burger king treated the women that spoke up and warned them they could not tweet this. I imagine it probably was similar to this "Don't worry sweetheart, this will be fine." Gross
Paul Budhram 4 years ago (edited)
Burger King belongs in the past with that tweet. Women can do whatever the f they want and so what if they don't like cooking? You can offer a scholarship, but don't think that every girl wants to have one. If girls wanted to cook, then THEY WOULD COOK. EDIT: Boys too
Mewton’s Third Paw 4 years ago
The last reply says it all. Sure, it’s just a joke and sure, the intention is to get scholarships for women to be chefs. But more importantly, women belong elsewhere besides the kitchen - LIKE THE BOARDROOM. Where Burger King only allows men. And those men are the ones who okayed this joke. Of course it’s just a joke, but it’s one that wouldn’t have been told if Burger King had women on the board of directors. Will I boycott Burger King? Of course not but I agree with the people who called them out, and the decision to pull the tweet. I think the tweet is actually kind of funny but I think the point about no women in the boardroom is more important. Way more important.
Green Cappy 4 years ago
i'm sure it is a very effective and clever way to talk about the gender gap in fast food restaurants. If it wasn't about this controversy, no one would've mentioned it lol
SirWriteALot 4 years ago
Honestly, this basically failed because people do not know how social media works. I missed it, too. The ENTIRE message needs to be in the first post. I just learned something today!
Vicky Z 4 years ago
The fact that nobody saw the retweet proves how wrong this was! It was a cheap way of clickbate using a very very serious matter on a very important day! It's a huge shame and people at marketing should be fired for that! Spreading a sexist idea just to show us that you are trying what?? To help women with their culinary dreams at a burger king?? Really?? This is were culinary dreams are dying for sure! I don't think that any chef dreams of working at a burger king in the first place and you know that pretty well!
Saturn Argentavis 4 years ago
Weakest crybaby generation ever lol. Go ahead start hitting that dislike button kiddies, you know its true lol
thetacotruckman 4 years ago
i thought this was a BK bash on twitter turn out they used clickbait and was bashed for it disappointed that BK didn't get smoked. for sexism.
Nevits Yibble 4 years ago
Why does there always have to be a gender "quota" on stuff like this? There are thousands and thousands of brilliant woman chefs out there - many running their own businesses. Maybe only 20% of chefs are women because the other 80% choose not to be?
Ozacoter 4 years ago
No it is because women aren't considered good enough to be chefs.
Load More Replies...
James Pointer 4 years ago
Do people really care about work place ratios? If no ones acting shitty or sexist in the first place what does it matter what job times people want to go into? Also... It's burger king... People inspire to work there, like f**k.
Nameless 4 4 years ago
I think Burger King UK is now the World Record holder for "Digging themselves into the deepest hole."
Jonathan Labelle 4 years ago
the best way to resume this https://www.youtube.com/watch?v=yJxCdh1Ps48&ab_channel=JoshStreeter
BlackestDawn 4 years ago
Humour is very subjective. Not only do people find different things funny but there is also a time and place element to its delivery.
Load More Replies...
S. Tor Storm 4 years ago
Aaaaand that's how you get a lot of people talking about one burger chain among a billion.
Sum Guy 4 years ago
In all honesty, it did exactly what it was meant to do... the clever people will take the opportunity and the rest will show, "cancel burger king"
Random Panda 4 years ago (edited)
It really didn't though, because the first tweet was seen by tens of thousands more people than the follow up. Meaning the actual positive message reached a too small audience to matter, while the offensive one is being retweeted all over by sexists and misogynists.
Load More Replies...
Bryanna Kelly 4 years ago
I found this to be genius marketing. I knew 100% immediately they were going to follow up with some stats on the very few women chefs there are. No company is that dumb to tweet something so obviously sexist.
Evil Little Thing 4 years ago
It's an industry thing - restaurant chefs are nearly always men, and often refuse to accept women chefs.
Kindness is Everything 4 years ago
I- they aren't cooks... They're badasses for sure, but they don't work in kitchens....
Load More Replies... 
waddles 3 years ago
i’m sorry let’s all change the meaning of sexist because some random guy on bp is upset
Load More Replies...
N G 4 years ago
The only time "women belong in the kitchen" is acceptable is when it's followed immediately by "men belong in the kitchen. Everyone belongs in the kitchen. That's where the food is". ANYTHING else - especially when it's split over multiple tweets where context is obliterated, is a bad move.
Erin 4 years ago
I actually found this pretty funny at first, in a "Who the hell would think this was a good idea to tweet?" kind of way.
Jane Doe 4 years ago
Ooh, yeah, like watching a fail video, and thinking, “wait for it.”
Load More Replies... Raven Sheridan 4 years ago
Obviously they didn't have a woman on their marketing team, because if they did there's no way in hell that that comment would have gone out into the world. They may have meant it to reflect something else, but it's a total fail! Burger King, stop digging yourselves in deeper. 🤦♀️
Paul Davis 4 years ago
yeah from looking at their upper management I wonder how far down the ladder you do have to go before you find any women working for them.
Load More Replies... Thomas E S Thomas 4 years ago
Everyone belongs in the kitchen. Grandma, mom, dad, kids, the dog. The kitchen is more than just a place to cook and do dishes. It’s a gathering place, a neutral location where tummies are full and everyone is happy. The kitchen is a place for family.
Hans 4 years ago
Calm down, people. This is wanted attention, maybe even wanted cancellation. This is how marketing directors work nowadays. Best to ingore them. Instead of retweeting or discussing, better go to the kitchen and prepare a really good burger. Gender notwithstanding. (Occasional chef Hans does the burgers over here and I think I belong well into the kitchen to do so.)
blugeagua 4 years ago (edited)
But it's still a problem when misogynists start using that tweet for their own gain.
Load More Replies... Combine Elite Soldier 4 years ago
If I'm being honest, I think this was just an honest mistake, and they even admitted fault in the end. I think, had they used that reword that one of the users suggested, things would have gone a much different, probably better way. And also I don't really use Twitter so are you able to edit tweets?
Nevits Yibble 4 years ago
I'm still grappling with "Burger King" and "culinary dreams" being used in the same sentence
Anita Pickle 4 years ago (edited)
I wonder how burger king treated the women that spoke up and warned them they could not tweet this. I imagine it probably was similar to this "Don't worry sweetheart, this will be fine." Gross
Paul Budhram 4 years ago (edited)
Burger King belongs in the past with that tweet. Women can do whatever the f they want and so what if they don't like cooking? You can offer a scholarship, but don't think that every girl wants to have one. If girls wanted to cook, then THEY WOULD COOK. EDIT: Boys too
Mewton’s Third Paw 4 years ago
The last reply says it all. Sure, it’s just a joke and sure, the intention is to get scholarships for women to be chefs. But more importantly, women belong elsewhere besides the kitchen - LIKE THE BOARDROOM. Where Burger King only allows men. And those men are the ones who okayed this joke. Of course it’s just a joke, but it’s one that wouldn’t have been told if Burger King had women on the board of directors. Will I boycott Burger King? Of course not but I agree with the people who called them out, and the decision to pull the tweet. I think the tweet is actually kind of funny but I think the point about no women in the boardroom is more important. Way more important.
Green Cappy 4 years ago
i'm sure it is a very effective and clever way to talk about the gender gap in fast food restaurants. If it wasn't about this controversy, no one would've mentioned it lol
SirWriteALot 4 years ago
Honestly, this basically failed because people do not know how social media works. I missed it, too. The ENTIRE message needs to be in the first post. I just learned something today!
Vicky Z 4 years ago
The fact that nobody saw the retweet proves how wrong this was! It was a cheap way of clickbate using a very very serious matter on a very important day! It's a huge shame and people at marketing should be fired for that! Spreading a sexist idea just to show us that you are trying what?? To help women with their culinary dreams at a burger king?? Really?? This is were culinary dreams are dying for sure! I don't think that any chef dreams of working at a burger king in the first place and you know that pretty well!
Saturn Argentavis 4 years ago
Weakest crybaby generation ever lol. Go ahead start hitting that dislike button kiddies, you know its true lol
thetacotruckman 4 years ago
i thought this was a BK bash on twitter turn out they used clickbait and was bashed for it disappointed that BK didn't get smoked. for sexism.
Nevits Yibble 4 years ago
Why does there always have to be a gender "quota" on stuff like this? There are thousands and thousands of brilliant woman chefs out there - many running their own businesses. Maybe only 20% of chefs are women because the other 80% choose not to be?
Ozacoter 4 years ago
No it is because women aren't considered good enough to be chefs.
Load More Replies... James Pointer 4 years ago
Do people really care about work place ratios? If no ones acting shitty or sexist in the first place what does it matter what job times people want to go into? Also... It's burger king... People inspire to work there, like f**k.
Nameless 4 4 years ago
I think Burger King UK is now the World Record holder for "Digging themselves into the deepest hole."
Jonathan Labelle 4 years ago
the best way to resume this https://www.youtube.com/watch?v=yJxCdh1Ps48&ab_channel=JoshStreeter
BlackestDawn 4 years ago
Humour is very subjective. Not only do people find different things funny but there is also a time and place element to its delivery.
Load More Replies... S. Tor Storm 4 years ago
Aaaaand that's how you get a lot of people talking about one burger chain among a billion.
Sum Guy 4 years ago
In all honesty, it did exactly what it was meant to do... the clever people will take the opportunity and the rest will show, "cancel burger king"
Random Panda 4 years ago (edited)
It really didn't though, because the first tweet was seen by tens of thousands more people than the follow up. Meaning the actual positive message reached a too small audience to matter, while the offensive one is being retweeted all over by sexists and misogynists.
Load More Replies... Bryanna Kelly 4 years ago
I found this to be genius marketing. I knew 100% immediately they were going to follow up with some stats on the very few women chefs there are. No company is that dumb to tweet something so obviously sexist.
Evil Little Thing 4 years ago
It's an industry thing - restaurant chefs are nearly always men, and often refuse to accept women chefs.
Kindness is Everything 4 years ago
I- they aren't cooks... They're badasses for sure, but they don't work in kitchens....
Load More Replies... waddles 3 years ago
i’m sorry let’s all change the meaning of sexist because some random guy on bp is upset
Load More Replies... 
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