The burger brand tweeted, “Women belong in the kitchen” Monday morning, which gained a lot of reactions from social media users worldwide.
Monday evening the brand said they “got their initial tweet wrong” and are sorry.
The brand has since deleted the original tweet, saying “it was brought to our attention that there were abusive comments in the thread and we don’t want to leave the space open for that.
Burger King UK says they were trying to bring attention to the small population of women chefs in the country.
“Our aim was to draw attention to the fact that only 20% of professional chefs in UK kitchens are women and to help change that by awarding culinary scholarships,” the account wrote.
Burger King said they not only wanted to help women achieve their culinary dreams, but also hoped to “undermine an outdated stereotype.”
“It was our intention to undermine an outdated stereotype about women and reclaim the terminology, in order to highlight a big problem in the restaurant industry – that women occupy only 20 percent of chef positions in UK restaurants today, which we believe is offensive. “We have teamed up with culinary schools to create a scholarship programme for our female team members to help them achieve their career aspirations.” a spokesperson for Burger King told HuffPost UK.
However, the intended message was lost and Twitter users were quick to criticize the brand. Here are some of the replies to the initial tweet: