While everyone was congratulating women on international Women’s Day, citizens King UK made decision to perform something different. In what shows up to have been a desperate attempt to gain exposure, the fast-food chain tweeted the “Women belong in the kitchen.”


The blog post was expected to inform around a brand-new initiative burger King has launched to assist increase the number of women in head-chef roles. However people weren’t to buy it.

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Many Twitter users claimed the company’s early tweet (which was followed in a object by an explanation of the initiative) to be tone-deaf. Some also vowed to not eat in ~ the chain anymore.



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Image credits: BurgerKingUK

Global chief Marketing Officer in ~ Burger King’s parental company, Fer Machado, said on Twitter the company is “indeed sorry” around how the tweet in question came across. “The intention behind the task is actually good. Taking it under would offer even more attention come it. Think it or not, i deeply care around doing the right thing. Will certainly do much better next time,” the said.

The tweet was followed by a pair of messages, explaining the initiative the was supposed to promote


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Image credits: BurgerKingUK

Following the backlash, the firm told Insider in one emailed explain that, “Our tweet in the UK this particular day was designed to draw attention to the fact that only a tiny percentage the chefs and head chefs room women.”

“It to be our mistake to not incorporate the full explanation in our initial tweet and also have changed our activity moving forward since we’re certain that when people read the entirety of our commitment, they will share our id in this crucial opportunity.”

People and companies instantly thought it was a mistake









Image credits: Toadsanime

In its statement, the company stressed it is committed to helping females break v the male-dominated culinary culture in the world’s fine dining restaurants. The fast-food giant said the is law this by developing the citizens King help Equalize Restaurants, or HER, scholarship to support employees go after a level in cooking arts.

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The slogan also made it to print



Image credits: hannah_denham1

“This is a start in doing our small component to help women in the culinary field accomplish their can be fried goal,” the agency said in the press release, including that women occupy just 7% of head-chef location in restaurants.

Eventually, the backlash obtained so big, citizens King establish they might have remained in the wrong




Image credits: BurgerKingUK

Speaking to fast Company, Machado claimed that social engagement is miscellaneous the brand commonly does very well and also puts a most thought into. “We don’t force-fit executions into various media. We always shot to take it into factor to consider what functions well in each specific medium and make sure the legacy is tailored for the use. In this specific case, us agree, it can have to be done better. Hopefully, world will be able to see thru it and understand the actual intention behind the task we are doing.”


When inquiry if he would do it differently given the chance, Machado said, “The role out plan in some various other markets, favor the U.S., was already different. But we room surely acquisition a 2nd look into it so that our intentionally is far better reflected the way we execute. We are constantly learning here and also trying to execute better.”

But world think it’s currently too late and also the damage is done




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