Burger King Apologizes for Saying 'Women Belong in the Kitchen'

The tweet sparked discussion about how and why strategies like these miss the mark.

Food & Beverage
15,803 Hypes 21 Comments

A Burger King U.K. initiative for International Women’s Day (IWD), received backlash yesterday for leading its campaign with the phrase, “women belong in the kitchen.”

Further clarification followed in the since-deleted Twitter thread: “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.” The tweet was intended to announce the Burger King H.E.R. (Helping Equalize Restaurants) Scholarship, and an open letter to the same effect also ran in a full-page newspaper advertisement.

After previously defending the statement in a Twitter exchange with the KFC Gaming account, Burger King UK issued an apology on Twitter for its initial statement yesterday. HYPEBEAST reached out to Burger King for additional comment and received the following statement:

We are committed to helping women break through a male-dominated culinary culture in the world’s fine dining restaurants – and sometimes that requires drawing attention to the problem we’re trying to help fix.

Our tweet in the UK today was designed to draw attention to the fact that only a small percentage of chefs and head chefs are women. It was our mistake to not include the full explanation in our initial tweet and have adjusted our activity moving forward because we’re sure that when people read the entirety of our commitment, they will share our belief in this important opportunity.

Our commitment: As a start to doing our small part, we’ve created the Burger King 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 in North America. The newly created Burger King H.E.R. Scholarship will help female team members who are interested in or pursuing a degree in culinary arts. Outside of the U.S., similar programs are coming to life in the U.K. and Mexico focused on supporting female team members to pursue further culinary education.

The tweet’s backlash opened a conversation about how and why initiatives like these are upsetting to consumers.

Some critics saw the tweet as clickbait meant to lure consumers in with hate-engagement: “using women as a marketing tool by purposely offending people,” as one user put it.

A 2018 Heineken ad, which used the phrase “lighter is better” received similar criticism: “I think some companies are purposely putting out noticably racist ads so they can get more views,” Chance the Rapper tweeted in response.

Other critics pointed to previous sexist characterizations of women in Burger King advertisements, as well as the dissonance between this campaign and the serious complaints made by female Burger King employees.

Read Full Article

What to Read Next

Burger King Malaysia Drenches New Burger and Chicken Sandwich in Chocolate
Food & Beverage

Burger King Malaysia Drenches New Burger and Chicken Sandwich in Chocolate

It’s a childhood dream come true.

Burger King Japan Releases Spicy and Cheesy Duo Big Mouth Burgers
Food & Beverage

Burger King Japan Releases Spicy and Cheesy Duo Big Mouth Burgers

For those looking for a burger with a little extra weight.

The Parmigiano Reggiano Burger Is the Latest In Burger King's "Italian Kings" Series
Food & Beverage

The Parmigiano Reggiano Burger Is the Latest In Burger King's "Italian Kings" Series

Purchasing over 20 tons of the beloved cheese in preperation.


Burger King Japan Serves up Guilty Butter Burgers and Clown Chocolate Fries
Food & Beverage

Burger King Japan Serves up Guilty Butter Burgers and Clown Chocolate Fries

Redefining guilty pleasures.

Nothing Teases Concept Design for Barely-There Wireless Earbuds
Tech

Nothing Teases Concept Design for Barely-There Wireless Earbuds

OnePlus co-founder Carl Pei says the minimalist design takes inspiration from a grandmother’s tobacco pipe.

Jordan Brand's "To My First Coach" Collection Includes the Air Jordan 1 High Zoom CMFT and Air Jordan 1 Low
Footwear

Jordan Brand's "To My First Coach" Collection Includes the Air Jordan 1 High Zoom CMFT and Air Jordan 1 Low

Two colorful nods to someone that every athlete remembers — their first coach.

Bode's Hand-Stitched SS21 Wares Highlighted in Sunny Editorial
Fashion

Bode's Hand-Stitched SS21 Wares Highlighted in Sunny Editorial

Union LA spotlights the upcycled apparel in a lush photoshoot.

New Balance's 990v5 Goes Off-Road with New "Trail" Makeup
Footwear

New Balance's 990v5 Goes Off-Road with New "Trail" Makeup

Featuring a reinforced cushioning system and lugged rubber outsole.

Specialized’s S-Works Prevail II Vent is Its “Coolest” Helmet Yet
Design

Specialized’s S-Works Prevail II Vent is Its “Coolest” Helmet Yet

Taking everything its predecessor did right, but making it better.


Emerging Footwear Designer Eric Payne Makes "Trash" Sneakers
Footwear

Emerging Footwear Designer Eric Payne Makes "Trash" Sneakers

The LA-based brand also covers Oxford sneakers in eyelets, crafts another from translucent leather, and offers “Stocking” boots.

KATSU Mints Drone Painting Video Into a Work of Crypto Art
Art

KATSU Mints Drone Painting Video Into a Work of Crypto Art

Releasing with an NFT series of AI criminal portraits.

Nike D/MS/X Debuts New Distorted DNA Silhouette
Footwear

Nike D/MS/X Debuts New Distorted DNA Silhouette

The final piece of the Swoosh’s NBA All-Star offerings.

Hamilton Revisits a Classic With Its New Handwound Intra-Matic Chronograph H
Watches

Hamilton Revisits a Classic With Its New Handwound Intra-Matic Chronograph H

The brand talks of rekindling the ritual of winding your watch.

Nike SB Nyjah Free 2 Releases With a "Black/Cyber" Makeover
Footwear

Nike SB Nyjah Free 2 Releases With a "Black/Cyber" Makeover

Nyjah Huston’s signature model arrives in its darkest colorway to-date.

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Adblock Detected.

We charge advertisers instead of our readers. If you enjoy our content, please add us to your adblocker's whitelist. We'd really appreciated it.