Fast-food giant Burger King has apologised for a thread of sexist tweets on the occasion of International Women's Day 2021. The now-deleted tweet reads, "Women belong in the kitchen."
The now-deleted tweet garnered over 59,700 retweets and more than 94,800 likes.
Along with this tweet, the brand also published a full-page ad that read "Women belong in the kitchen" in large bold print on the New York Times print edition. The ad further read, "Fine dining kitchens, food truck kitchens, award-winning kitchens, casual dining kitchens, ghost kitchens, Burger King kitchens. If there's a professional kitchen, women belong there."
Netizens did not take kindly to the posts. The Internet erupted and dug up old tweets by the burger giant.
Are you rounding up copies of all the print advertisements too? It is simply too late ... the train has left the station my friend. How about this, start by creating an environment where people truly understand that this is never okay. This is not a strategy, this is just sad. pic.twitter.com/OdR6dry1iV— Jon Falk (@jonRfalk) March 8, 2021
Men are supposed ti be here nowhere else. pic.twitter.com/JyrzEp2ANB— yuliya (@yuliya72693790) March 9, 2021
The campaign could've easily been tweaked to be more sensible and not left open for bad actors.— Jacob Wolf (@JacobWolf) March 8, 2021
"Women belong in our kitchen. That's why we're helping get them there."
My guess is the Burger King UK Tweet was originally conceived as the print ad on the left and forced to work as a Twitter thread on the right.— Jon-Stephen Stansel (@jsstansel) March 8, 2021
I’m still not crazy about the print ad, but it’s a bit better.
Further proof that print and social require different strategies & content pic.twitter.com/v1C3d0C7IA
Deleting does not fix anything! pic.twitter.com/GbAJGmcyxk— Jeff 💙🦋 (@JeffTutorials) March 8, 2021
The person who tweeted it pic.twitter.com/zHW7jHr7iV— MochaHawk☕️ (@Mocha_Hawk) March 8, 2021
Burger king isn’t a real place pic.twitter.com/v3Xu32vg76— trent andrew (@trentandrewrld) March 8, 2021
Yeah you were the one who was MOST abusive— 陽春理樹 (@riki7119) March 9, 2021
Don’t blame others mate
It’s all your fault https://t.co/lMDoCVpLoR
here's an exclusive look at Burger King UK's stunt for Pride Month pic.twitter.com/OacXjYjSLt— ً (@knockedupcow) March 8, 2021
burger king after tweeting "women belong in the kitchen" pic.twitter.com/S71PuqmDr2— mun || asleep (@sleepdeprivedza) March 8, 2021
Following the backlash from netizens, the brand issued an apology and deleted the original tweets, citing they didn't want to leave any space open for abusive comments.
"We hear you. We got our initial tweet wrong and we're sorry. Our aim was to draw attention to the fact that only 20 per cent of professional chefs in UK kitchens are women and to help change that by awarding culinary scholarships. We will do better next time," Burger King tweeted.
The brand added, "We decided to delete the original tweet after our apology. It was brought to our attention that there were abusive comments in the thread and we don't want to leave the space open for that."
We decided to delete the original tweet after our apology. It was brought to our attention that there were abusive comments in the thread and we don't want to leave the space open for that.— Burger King (@BurgerKingUK) March 8, 2021