Well, the Tweet definitely got a lot of attention.
To celebrate International Women’s Day, Burger King UK announced a new scholarship program designed specifically to help Burger King employees pursue their culinary careers. As the fast-food chain explained, only 20% of chefs are women, which they hoped to change. Unfortunately, the way they advertised the program – with a tweet saying “Women belong in the kitchen” – did not appeal to many social media users.
Burger King UK initially defended its tweets, but the company has since apologized for its choice of words.
“We heard you. We got our initial tweet wrong and sorry,” Burger King UK wrote on twitter. “Our aim was to draw attention to the fact that only 20% of professional chefs in the UK’s kitchens are women and to help change that by awarding culinary grants. We will do better next time.”
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The company posted another tweet explaining that he had deleted the initial message that caused the outrage.
“We were told that there were abusive comments on the topic and we don’t want to leave any room for that,” added the network.
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As Fox News previously reported, the Twitter topic that initially sparked a backlash against Burger King UK was intended to announce a new HER (Helping Equalize Restaurants) scholarship program. Most social media commentators, however, responded negatively to the series’ first tweet, which said simply, “Women must be in the kitchen.”
Even after Burger King UK clarified its intention, social media users continued to criticize the company for “misogynous bait”.
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In a statement obtained by Fox News before the original Tweet was deleted, a Burger King spokesman said the brand is “committed to helping women break away from a male-dominated culinary culture in the world’s fine restaurants – and sometimes it requires calling attention to the problem that we are trying to help solve. “
The statement continues: “Our tweet in the UK today was designed to draw attention to the fact that only a small percentage of chefs and chefs are women. It was our mistake not to include the full explanation in our initial tweet and to adjust our activity by moving forward. because we are sure that when people read our entire commitment, they will share our belief in this important opportunity. “