Burger Kings Keeps Women in the Kitchen

By Harseerat Mann, Opinions Editor

Courtesy of @BurgerKingUK (Twitter)

Burger King U.K. has formally apologized and deleted its International Women's Day tweet that said, "Women belong in the kitchen.” The brand’s social media marketing needs some genuine work to stop annoying people, stop adding to the long list of cringe brand flops, and start trying out ideas with a professional marketing team.

The alleged purpose of the tweet was to say that kitchens need to see more ladies in places of culinary authority, and the brand claims its intention was to create another grant program to assist with accomplishing those ambitions. But since such tweets frequently lead to disengagement, many felt the solid message was eclipsed by their controversial plan.

Fernando Machado, worldwide CMO for Burger King guardian organization Restaurant Brands International, tried his best to defend the tweet for the duration of the day. However, he later recognized that sharing a famous misogynist figure of speech like "Ladies have a place in the kitchen" without proper context was an error.

Courtesy of @BurgerKingUK (Twitter)

According to an article in AdWeek, “Machado noted on Twitter that the 'Women belong in the kitchen' tweet was removed by the brand because of toxic and threatening comments being made in the replies, often against women criticizing Burger King.”

At the hour of the expression of remorse, the brand's unique International Women's Day tweet stayed live. However, the tweet was erased within an hour.

“Tami Kim, an assistant professor of business administration at the University of Virginia, researched the strategy that brands use in an advertisement — called identity appeals — to target consumers based on a specific identity,” The Washington Post reporter Hannah Denham said.

The mission incorporated a full-page advertisement from the Burger King Foundation, the organization's U.S.- based not-for-profit arm, in the print version of the New York Times. "Ladies have a place in the kitchen" was bolded in a huge text style that took up a large part of the advertisements around the top space.

“I think that tweet is utterly disgusting and misleading because women do not belong in the kitchen," junior Princess Palomar said. "Maybe in the 1900s, it was okay but in the 20th century, that is not acceptable."

Regardless of whether their intentions were genuine towards women, the potentially great program that they needed to advertise has been ruined and the harm is now done.

At the end of the day, it truly doesn't make any difference what their plan was on the grounds that it's at last dependent upon the consumers to choose.