1851

Burger King’s UK Twitter account <a href="https://twitter.com/BurgerKingUK/status/1368849338596745223?s=20&utm_source=1851franchise.com&utm_medium=article&utm_campaign=burger-king-flame-broiled-for-failed-international-womens-day-tweet-2715199" target="_blank" rel="nofollow">tweeted on Monday that “Women belong in the kitchen”</a> as a part of a coordinated International Women’s Day advertising campaign that, so far, has backfired spectacularly and inspired a cascade of outrage directed toward the brand on social media.&nbsp;<figure class="image"><img src="https://lh4.googleusercontent.com/dO9lAn-NRgAn1MWlPns0DtKQ2NDBxAJRdH4vS058Z-4iL1ZwdC8mxB21xrD7MKsWe6CT5dmOmZXvt8vmAR-XlrLgLPn-WsR7wrHbUjZscPeEa3uYvePwTaUSOx2mKRPnBUjqlUMy"></figure>In follow-up tweets, Burger King called attention to the fact that only 20% of chef jobs are held by women and that the brand would launch a scholarship program for young Burger King employees with culinary dreams.&nbsp;But the damage had been done, and outraged social media users bashed the brand relentlessly as the opening tweet sailed to more than 230,000 retweets.&nbsp;“Burger King belongs in the trashcan” <a href="https://twitter.com/chelseaperetti/status/1368953071330414593?s=20&utm_source=1851franchise.com&utm_medium=article&utm_campaign=burger-king-flame-broiled-for-failed-international-womens-day-tweet-2715199" target="_blank" rel="nofollow">comedian Chelsea Peretti replied</a>. “Because its not good food,” <a href="https://twitter.com/chelseaperetti/status/1368953140460986372?s=20&utm_source=1851franchise.com&utm_medium=article&utm_campaign=burger-king-flame-broiled-for-failed-international-womens-day-tweet-2715199" target="_blank" rel="nofollow">she continued</a>.&nbsp;<a href="https://twitter.com/kfcgaming/status/1368865374096228356?s=20&utm_source=1851franchise.com&utm_medium=article&utm_campaign=burger-king-flame-broiled-for-failed-international-womens-day-tweet-2715199" target="_blank" rel="nofollow">KFC got in on the fun, too</a>, imploring the brand to delete the tweet with a popular meme. Burger King responded earnestly, sticking to its guns in a phenomenon known as <a href="https://boingboing.net/2021/03/08/burger-king-tweeting-through-it-after-telling-women-they-belong-in-the-kitchen.html?utm_source=1851franchise.com&utm_medium=article&utm_campaign=burger-king-flame-broiled-for-failed-international-womens-day-tweet-2715199" target="_blank" rel="nofollow">“tweeting through it.”</a><h4>How Did Burger King’s Tweet Go Wrong?</h4>Burger King started with the noble goal of championing female empowerment through an investment in its female employees. In announcing that program, however, the brand employed a misogynistic trope that is decidedly damaging for women.It is likely that Burger King intended to shock audiences with its initial tweet and then soothe them with the follow-ups. Of course, this all happened online, and it’s critical to remember that on social media, it’s easy to offend people with a bold statement and extremely difficult to reconcile with people with a nuanced statement.&nbsp;Burger King’s tweet appears to borrow language from a <a href="https://www.adweek.com/media/burger-king-gets-grilled-for-women-belong-in-the-kitchen-tweet-supporting-female-chefs/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=burger-king-flame-broiled-for-failed-international-womens-day-tweet-2715199" target="_blank" rel="nofollow">print ad the brand ran in the New York Times</a>. The print ad, like the tweet, leads with the message: “Women belong in the kitchen.”That message appears in large text above small text announcing the H.E.R. (Helping Equalize Restaurants) Scholarship.&nbsp;But Twitter isn’t a newspaper. Newspaper readers expect a statement in a headline to be justified and explained by the body of a story. On Twitter, individual tweets need to stand on their own merit, as they can be easily shared and stripped of context.&nbsp;<h4>How Brands Can Avoid Social Media Disasters&nbsp;</h4>Burger King has been <a href="https://www.dezeen.com/2021/01/12/burger-king-rebrand-retro-logo/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=burger-king-flame-broiled-for-failed-international-womens-day-tweet-2715199" target="_blank" rel="nofollow">widely praised</a> recently for its <a href="https://1851franchise.com/burger-king-nailed-its-new-logo-and-its-an-important-lesson-for-all-brands-2714737">bold brand refresh</a>, efforts to pivot to <a href="https://1851franchise.com/burger-king-is-taking-the-impossible-whopper-national-2709807">more sustainable food</a> and <a href="https://1851franchise.com/burger-king-reveals-new-logo-with-first-brand-refresh-in-20-years-2714660">promote diversity</a>, but the International Women’s Day tweet will and should go down in history as a failed effort.&nbsp;Women’s right to equality in the workplace isn’t a joke. If a brand wants to discuss women’s advancement in the workplace, it can do so without the language of blatant, oppressive sexism.&nbsp;&nbsp;Also, the tweet itself makes sense only as a thinly veiled attempt to provoke outrage. Women belong in the kitchen… If they want to, of course, is Burger King’s assertion. Burger King’s own suggested remedy for the situation — a scholarship — suggests the problem runs a bit deeper than women simply not wanting to excel in their careers.&nbsp;If Burger King had simply announced the H.E.R. initiative, it would have gotten less press than the social media meltdown, but for international brands with thousands of franchisees, perhaps there is such a thing as bad press.&nbsp;

Burger King Flame Broiled for Failed International Women’s Day Tweet

1851 Franchise

The fast-food giant’s misguided International Women’s Day tweet went viral for all the wrong reasons. 

burger-king-flame-broiled-for-failed-international-womens-day-tweet

Layne's Chicken Fingers

Layne’s Chicken Fingers Announces New Nederland, Texas, Location Opened April 19th

laynes-chicken-fingers-announces-new-nederland-texas-location-opened-april-19th

Right at Home

Right at Home Expanding In-Home Care Services in Akron

right-at-home-expanding-in-home-care-services-in-akron

Pool Scouts

How Pool Scouts Supports Franchisees Every Step of the Way

how-pool-scouts-supports-franchisees-every-step-of-the-way

KLA Schools

kla-schools-franchise-positioning-image-building-exterior

KLA Schools Franchise: Cultivating Curiosity, Creating Opportunity

kla-schools-franchise

kla-schools-consumer-positioning-image-kids-playing-with-sand

Ignite Curiosity: Discover Child-Led Learning at KLA Schools

kla-schools-child-led-learning

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

House Passes Tax Relief Package With Key Benefits for Small Businesses and Franchises

house-passes-small-business-tax-relief-bill-2025

McDonald’s To Hire 375,000 Workers as It Prepares for Major U.S. Expansion

mcdonalds-to-hire-375000-workers-as-it-prepares-for-major-us-expansion

Subway Pushes Global Growth Despite U.S. Closures 

subway-pushes-global-growth-despite-us-closures

DoorDash Expansion Could Reshape Delivery and Operations for Franchise Brands - 1851 Franchise

DoorDash Expansion Could Reshape Delivery and Operations for Franchise Brands

doordash-acquistions-deliveroo-sevenrooms

Crumbl Franchise Investment - TSG Consumer Partners -  1851 Franchise

TSG Consumer Partners Takes Minority Stake in Crumbl, Signaling Franchise Growth Potential

crumbl-franchise-investment-tsg-consumer

District Taco Franchise Costs, Fees, Profit and Data for 2025

franchise-deep-dive-district-tacos-franchise-costs-fees-profit-and-data

How Car Sales Taught Buddy's Home Furnishings’ Mitchell Lee the Secrets of Franchise Development

how-car-sales-taught-buddys-home-furnishings-mitchell-lee-the-secrets-of-franchise-development

From Rock Bottom to Rock Solid: Why Butch Mogavero’s Franchise Journey Is Striking a Chord With Entrepreneurs

butch-mogavero-boulder-designs-border-magic-franchisor-hot-seat

Bumble Roofing Franchise Costs, Fees, Profit and Data for 2025

bumble-roofing-franchise-deep-dive

The Top 20 Cleaning Franchises to Invest in for 2025

top-cleaning-franchises-to-invest-in

1851 Franchisee Spotlight graphic with photo of Steve & Mia Kim & Paris Baguette logo

After Falling in Love with Paris Baguette, This North Carolina Couple Decided To Open One of Their Own

paris-baguette-franchise-charlotte-nc

Affordable Franchise Opportunities: Exploring Low-Cost Home Service Franchises Under $50K

affordable-franchise-opportunities-exploring-low-cost-home-service-franchises-under-50k

Burger King Flame Broiled for Failed International Women’s Day Tweet

MORE STORIES LIKE THIS