Burger King UK under fire for tweeting ‘Women belong in the kitchen’ on International Women’s Day

Brett Molina

| USA TODAY
Burger King gives free Whoppers away to students in new promotionBurger King is giving away free Whoppers to students who correctly answer their question of the day on the BK app.USA TODAY, USA TODAYBurger King’s attempt to highlight gender disparity in the restaurant industry with a provocative tweet appears to have backfired.On Monday, which is also International Women’s Day, the Twitter account for Burger King UK tweeted “Women belong in the kitchen.”In a series of subsequent threaded tweets, the fast food giant pointed out the lack of female chefs in the restaurant business.”If they want to, of course,” reads a follow-up from Burger King UK. “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.”The chain then highlighted its new scholarship program for female employees to “pursue their culinary dreams!”Remote work: These cities could become the biggest winners and losersEarly retirement move: Why you should consider Roth IRA conversionsWomen belong in the kitchen.— Burger King (@BurgerKingUK) March 8, 2021But it’s that initial tweet that left Twitter users grilling the fast food chain. “Please don’t use sexism as clickbait,” wrote user @BeccaBeckery.Proof this could have even fit in one tweetPlease don’t use sexism as clickbait. The men in my mentions proves the damage you’re causing by doing this. pic.twitter.com/G0VKGgiZQp— Becca (@BeccaBeckery) March 8, 2021Twitter user @snarkgrapefruit echoed similar concerns. “There’s better ways to draw attention to something that don’t including using the most sexist trope ever.”There’s better ways to draw attention to something that don’t including using the most sexist trope ever— Chloé: unicorn of snark 💜🦄 (@snarkgrapefruit) March 8, 2021However, the Burger King UK account seems to be defending its campaign in replies to users. When a user called the company’s tweet “weird,” Burger King UK responded: “We think it’s weird that women make up only 20% of chefs in the UK restaurant industry.”this is such a weird tweet, how did this get through higher ups— kira (@YungCatgirl) March 8, 2021Follow Brett Molina on Twitter: @brettmolina23.

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