Burger King gets flamed for women in kitchen tweet

Burger King under fire for “sexist” tweet)

Update: Since this article was published, Burger King U.K. has apologized for and deleted its International Women’s Day tweet.

Well, one can always say Burger King U.K.’s heart was in the right place. The fast food giant is currently getting flame broiled on Twitter due to a tweet and full-page New York Times ad it made in support of International Women’s Day.

Underscoring the statistic that women only occupy 7% of head chef positions in restaurants today, the Times print ad today was provocatively headlined “Women belong in the kitchen.”

“They belong in fine dining kitchens, food truck kitchens, BK Restaurant kitchens, award-winning kitchens, casual dining kitchens, and ghost kitchens, ” the copy went on to say.

The purpose was to announce the launch of its H.E.R. (Helping Equalize Restaurants) Scholarship, as part of the Burger King Foundation Scholars Program, which has awarded more than $3 million in scholarships to support female team members in achieving their educational goals.

ALSO READ: Celebrate IWD with these films from the 2000’s

BK, and agency David Miami, clearly had intended to flip a sexist trope through the new campaign supporting female chefs. But when the ad was repurposed by Burger King U.K. for Twitter, the intent was more obscure:

Women belong in the kitchen.

— Burger King (@BurgerKingUK) March 8, 2021

If they want to, of course. Yet only 20% of chefs are women. We’re on a mission to change the gender ratio in the restaurant industry by empowering female employees with the opportunity to pursue a culinary career. #IWD

— Burger King (@BurgerKingUK) March 8, 2021

We are proud to be launching a new scholarship programme which will help female Burger King employees pursue their culinary dreams!

— Burger King (@BurgerKingUK) March 8, 2021

The tweet received hundreds of thousands of likes, with some users expressing support for the fiery language. However, others felt the standalone tweet promoted the misogyny that female chefs currently face.



The brand has been responding to those who expressed outrage with the tweet with a series of repentant tweets:

How the response will be received remains to be seen:

Well, their hearts were in the right place.

This image has an empty alt attribute; its file name is Costello_Colin-e1577461259599.jpg

Colin Costello is the West Coast Editor of Reel 360. Contact him at [email protected] or follow him on Twitter at @colinthewriter1