Yesterday was International Women’s Day and Burger King UK used it to promote a new scholarship program for female employees. The only issue? The sexist tweet they posted to make the announcement. Their Twitter thread began with the old misogynist saying, “women belong in the kitchen.” And these words would’ve been called out as sexist anytime, but on a day set aside to honor and celebrate women? The message was even more scrutinized.
The UK fast food chain then followed up that gem with another tweet to clarify their message. “If they want to, of course,” it reads. “Yet, only 20% of chefs are women.” The post goes on to promote their “mission to change the gender ratio in the restaurant industry by empowering female employees with the opportunity to pursue a culinary career.” Turns out, they’re starting a scholarship program to help female BK workers who dream of being a chef, but they made a poor choice of words on International Women’s Day.
And Twitter users were quick to call them out for it. One critic tweets, “While you may be looking to promote that more women should make up a larger percentage in the culinary industry, this horrifying dialogue is not the way to do it!” And another writes, “Social media guy I’m so sorry that you thought this was a good idea to tweet man.” But BK continually defended their tweets and responded to pleas to take them down with, “Why would we delete a tweet that’s drawing attention to a huge lack of female representation in our industry, we thought you’d be on board with this as well?” Cooler heads prevailed, though, ‘cause they ultimately took down the tweet and had this to say about it: