The latest tweets from @BurgerKing. The Burger King just messed with the wrong (pop) Queen. Or at least with her royal subjects. Burger King is in big trouble with Swifties (aka Taylor Swift fans) after firing off a sarcastic tweet.
© Provided by RADIO.COMSocial media has given a voice to many, but unfortunately that’s not always a good thing.
When someone sends out a regrettable tweet, it’s a learning experience, but when a corporation does it, it’s never a good look.
Burger King learned that the hard way recently after tweeting out a message that didn’t go over well on International Women’s Day.
Women belong in the kitchen.
— Burger King (@BurgerKingUK) March 8, 2021
Monday, March 8 is International Women’s Day, and while many are using their platforms to honor women on this day, the official Burger King UK account decided to go a different route.
“Women belong in the kitchen,” the fast food chain tweeted.
That tweet was followed by another saying, “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.”
Many online pointed out separating the messages was not a good look, according to USA Today.
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. #IWD
— Burger King (@BurgerKingUK) March 8, 2021Why would we delete a tweet that’s drawing attention to a huge lack of female representation in our industry, we thought you’d be on board with this as well? We've launched a scholarship to help give more of our female employees the chance to pursue a culinary career.
— Burger King (@BurgerKingUK) March 8, 2021While many called on Burger King to delete the tweet, the fast food chain stood by their message saying “Why would we delete a tweet that’s drawing attention to a huge lack of female representation in our industry.”
The chain also followed up the tweet with a couple others to announce a new program that would help female Burger King employees in their careers.
We are proud to be launching a new scholarship programme which will help female Burger King employees pursue their culinary dreams!
— Burger King (@BurgerKingUK) March 8, 2021'We are proud to be launching a new scholarship programme which will help female Burger King employees pursue their culinary dreams!' the chain added.
Some Twitter users still found issue with the tweet.
One Twitter user commented, 'There’s better ways to draw attention to something that don’t include using the most sexist trope ever.'
Others voiced their concerns about the tweet and explained how it made them feel uncomfortable.
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On Monday -- International Women's Day -- Burger King announced a new program designed to highlight gender disparity in the restaurant industry: A scholarship program for female employees.
'... Only 20% of chefs are women,' Burger King U.K. tweeted. '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.'
Sounds good: Recognize a problem, seek to address that problem.
Except for the fact Burger King led the announcement with this tweet.
As you might expect, the backlash was quick and heavy. Some felt the tweet was, at best, tone deaf. Others accused the brand of using a sexist expression as click bait. And others, well, you can guess what others said.
Later in the day, Burger King deleted the original tweet, referencing 'abusive comments' in its thread.
- 'We hear you.'
- 'We got our initial tweet wrong and we're sorry.'
- 'We will do better next time.'
Except for the unstated 'but' in the apology: 'Our aim was to draw attention to the fact that only 20 percent of professional chefs in UK kitchens are women and to help change that by awarding culinary scholarships.'
As my grandfather used to say, 'Everything after 'but' is BS.'
While Burger King's intent was admirable, still: When you apologize, say you're sorry. Say why you're sorry. Take all the blame. Pledge -- if only to yourself -- to do better.
And then there's this. Identity appeals invariably spark backlash. As this 2019 study shows:
Ineffectiveness of identity appeals is driven by categorization threat -- feeling unwillingly reduced to a single identity -- which is induced when a) the identity deployed is that of a typically marginalized group and b) the appeal evokes a stereotype about that identity.
Ironically, identity appeals often drive identity-holders away from options they would have preferred in the absence of that appeal.
So does everyone.
Invoking a stereotype, however harmlessly or humorously intended, at least partly alienated the audience and individuals Burger King hoped to attract.
Burger King Twitter
Which is a shame, since the program deserves praise. The Burger King Foundation H.E.R. (Helping Equalize Restaurants) Scholarship will grant $25,000 apiece to two current female employees, and there are plans to establish similar programs in other countries.
Burger King Tweet On International Women's Day
According to a Burger King spokesperson, 'Our tweet in the U.K. 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.'
Burger King French Tweet
Maybe so -- but then again, even a tweet gets only one chance to make a first impression.