The fast-food chain Burger King’s United Kingdom division triggered a major uproar with a tweet that read, “Women belong in the kitchen” on International Women’s Day. Critics slammed the brand for using a sexist hook as a clickbait.
According to The Washington Post, the Burger King Foundation, the company’s United States-based non-profit arm brought out a full-page ad with “similar language” in Monday’s print edition of the New York Times. “Women belong in the kitchen” was put out in bold in large font that took up most part of the ad’s above-the-fold space.
“Fine dining kitchens, food truck kitchens, award-winning kitchens, casual dining kitchens, ghost kitchens, Burger King kitchens. If there’s a professional kitchen, women belong there,” the ad said as quoted by The Post.
“But can you guess who’s leading those kitchens these days? Exactly. Only 24% of chef positions in America are occupied by women. Want to talk head chefs? The number drops to fewer than 7 percent,” it added.
The Post further reported that the Burger King Foundation’s HER (Helping Equalize Restaurants) meanwhile will hand out $25,000 apiece to two female employees. According to the conditions, employees must be employed by Burger King or a franchisee, should have plans to enrol in an accredited two- or four-year culinary programme or university in the US during the 2022-23 academic year, have a high school diploma or GED, and demonstrate financial need and substantial work experience.
The foundation plans to set up similar programmes in the United Kingdom and Mexico, Burger King spokeswoman Adrianna Lauricella said in an email. “We are committed to helping women break through a male-dominated culinary culture in the world’s fine dining restaurants — and sometimes that requires drawing attention to the problem we’re trying to help fix,” Lauricella said.