Burger Queen?


Enoch Orozco

The controversial tweet from Burger King before it got deleted. Photo Courtesy of Enoch Orozco

In 1987, more than 30 years ago, Congress declared the month of March to be Women’s History Month. Since then, March has been a time to reflect on women’s suffrage and specifically the women who suffered so that later generations could thrive. This year specifically, the  theme is  “Valiant Women of the Vote: Refusing to Be Silenced,” reflecting on what women have done to escape from oppression and gain the right to vote.To show their respect, companies such as Burger King have offered various things such as scholarships tailored specifically towards women in their field. However, the approach taken    by UK Burger King struck a tense nerve of the people celebrating and reflecting the accomplishments of women.

On March 8th, in a tweet that has since been taken down,  UK Burger King tweeted, “Women belong in the kitchen.” They very quickly responded to their own tweet saying “Only if they want to of course. Yet only 20% of chefs are women” and then continued to promote a scholarship program they were offering to women wanting to go into culinary studies. Being the birthplace of much controversy, Twitter exploded with conversation about this tweet.

The initial tweet saying “Women belong in the kitchen,” is very obviously a use of misogyny to get people to talk about and view their tweet. Using this clickbait, they then subtweeted a response to cover up and make it seem like they said something misogynistic as an accident. Not only does it make the tweet get more views, and therefore increase in popularity and conversation, it also makes the company seem innocent and clean of any ulterior motives. 

Whether it was the timing of the tweet or the tweet just being in poor taste, many people saw through this attempt and responded with hostility. So much so, in fact, that the tweet was taken down and with it, the comments about it.

No matter what the intentions of the tweet, it was a very poor attempt at promoting a decent scholarship. The timing along with the wording of the tweet all seem to promote the idea that the Burger King social media department is either extremely out of touch or are starting to use oppressive phrases as a way of increasing conversation. Nevertheless, the tweet clearly served its purpose. March 8th was the first time I had ever heard of Burger King in the news for anything other than being a C- fast food restaurant.