Burger King apologizes for saying ‘women belong in the kitchen’ in a tweet advertising a new scholarship for female chefs

burger king
AP images

  • Burger King’s global chief marketing officer said he is sorry about how a company tweet came across.
  • The tweet, which read “women belong in the kitchen,” was a “mistake,” Burger King said.
  • Burger King launched a scholarship to help women get into the culinary arts and become head chefs.
  • Visit the Business section of Insider for more stories.

Burger King apologized for a tweet stating that “women belong in the kitchen” on Monday after receiving criticism on social media.

The fast-food chain tweeted the message on International Women’s Day as part of its launch of an initiative to help increase the number of women in head-chef roles. But many on Twitter said the company’s initial tweet, which was followed in a thread by an explanation of its initiative, was tone deaf. Some told the Burger King UK account to delete the tweet, and others vowed to not eat at the chain anymore.

Following the backlash, the company said in an emailed statement to Insider that, “Our tweet in the UK 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.”

Read more: How RBI, parent of Burger King and Popeyes, is tapping into Clubhouse buzz by connecting users to execs and bringing ‘earnings calls’ to the masses

Global Chief Marketing Officer Fer Machado said on Twitter the company is “indeed sorry” about how the tweet came across. “The intention behind the activity is actually good. Taking it down would give even more attention to it. Believe it or not I deeply care about doing the right thing. Will do better nxt time,” he said.

In its emailed statement, the company said it is committed to helping women break through the male-dominated culinary culture in the world’s fine dining restaurants. It’s doing this by creating the Burger King Helping Equalize Restaurants, or HER, scholarship to support employees pursue a degree in culinary arts.


“This is a start in doing our small part to help women in the culinary field achieve their ultimate goal,” the company said in the press release, adding that women occupy only 7% of head-chef positions in restaurants.

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Burger King’s ‘women belong in the kitchen’ tweet, meant to critique the male-dominated cooking industry, receives backlash on International Women’s Day

Burger King

  • Burger King tweeted “women belong in the kitchen” to promote its new scholarship for female chefs.
  • The restaurant said it was drawing attention to the lack of female representation in culinary arts. 
  • Some on social media said the messaging was tone-deaf and vowed to not eat at the restaurant.
  • Visit the Business section of Insider for more stories.

Burger King UK’s latest tweet saying, “women belong in the kitchen,” caused criticism on the social media site on Monday, which is International Women’s Day.  


The messaging wasn’t the work of a social media manager going rogue. It’s tied to the chain’s Monday launch of a new initiative to help narrow the gap of women in head chef roles, but the messaging struck people on Twitter and Facebook the wrong way.


Some expressed the tweet was tone-deaf on a day meant to celebrate women; others said they wouldn’t eat at the restaurant anymore, and others joked at how the fast-food chain’s marketing team thought the message would be a good idea.

One of Burger King’s competitors criticized the word choice. A Twitter account associated with KFC said Burger King should have deleted the tweet after sending it. The restaurant replied, “Why would we delete a tweet that’s drawing attention to a huge lack of female representation in our industry.”

Gender stereotypes are still alive today. In fact, people are even more likely to believe in traditional “female” roles, like cooking and cleaning, in today’s world as they were decades ago, according to a 2016 report from Women’s Health Magazine.

In her own response to the tweet, Chelsea Peretti, a comedian and actress from “Brooklyn Nine-Nine,” said “Burger King belongs in a trashcan.” Another unverified tweeter said the same thing. Still, the Burger King UK account added 10,000 followers Monday following the tweet.

On Facebook, people largely reacted with the laughing emoji. Several commenters said those who didn’t find it funny were soft, and others said there should have been a better way to promote the new initiative. 

Burger King did not immediately respond to Insider’s request for comment on the tweet.

Burger King echoed it’s “women belong in the kitchen” messaging in a bulletin and a press release, which added that “they belong in fine dining kitchens, food truck kitchens, BK Restaurant kitchens, award-winning kitchens, casual dining kitchens, and ghost kitchens.”

The fast-food chain said it’s creating the Burger King Helping Equalize Restaurants, HER, scholarship to support female team members pursuing a degree in culinary arts. “This is a start in doing our small part to help women in the culinary field achieve their ultimate goal,” the company said in a press release, adding that women occupy only 7% of head chef positions in restaurants. 

More than half of culinary graduates are women, but just 20% of working chefs are women, according to a 2019 story from Eater.com that cited US Labor Department statistics. The median pay for a chef was about $51,000 in 2019, data from the Bureau of Labor Statistics show.

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7 sneaky ways fast-food restaurants get you to spend more money

Following is a transcript of the video.

Narrator: This is a No. 3 from McDonald’s: a burger, fries, and a drink. It costs $11 in New York City.

Fast food is supposed to be cheap and convenient, but do you ever find yourself spending more on fast food than you expected to?

You’re not alone. According to one study, Americans spend about $1,200 on fast food every year. Places like McDonald’s and Burger King do everything in their power to get you to spend more money, and it turns out fast food isn’t as cheap as you think.

1. The menus.

Fast food is all about the deals. Value meals, combos, coupons – oh my. But the seemingly simple menu actually hides most of the options. Compare a fast-food menu to a fine-dining-restaurant menu. The restaurant menu is simple and not very stimulating, but the fast-food menu is a noisy mess of options and categories, and fast-food restaurants grab your attention with bright reds or oranges along with big appetizing photos of their food. There’s a hierarchy. The pictures are big, but the prices are small. They keep your attention on the items that cost more by showing these really big on the left side where you start reading. You’re not wondering if that burger is worth $6, you’re just looking at those big juicy patties.

Hans Taparia: Food pictures, they light up the brain, you know, particularly when you’re hungry. Large food pictures for a food company are key.

Narrator: That’s Hans Taparia. He’s a health-food entrepreneur and a professor of business and society at NYU.

Hans Taparia: The playbook has been around for a while, I would say since the ’80s, which has been centered on simplicity, cheap, and bold and bright.

2. The pricing format and dollar menu.

Narrator: Fast-food restaurants use other tricks too, like not showing a dollar sign or using a 9.79 or 0.89 pricing format. Pretty much $10, but you still think it’s $9 because you read left to right. But what about the dollar menu, right? Well, dollar and value menus do exist, but they’re often small and far off to one corner where they are harder to see.

Hans Taparia: And if you buy multiple items off the value menu, it won’t necessarily be cheaper than a Happy Meal. So it’s not necessarily less profitable for them, but it accomplishes two things. It keeps the consumer coming, and it’s catering to a consumer that is increasingly poorer in the case of these conventional fast-food outlets.

3. The combo.

Narrator: And even though fast-food menus are big, their confusing layouts make it difficult to find exactly what you’re looking for. It’s easiest to read the menu when you’re close to the counter. But then it’s time to order. The pressure is mounting, and you just pick that big, bright, juicy No. 3, and that No. 3 is where the real secret of the menu lies: the combo. The star of the menu is the combo meal. You can order an entree, a side, and a drink just by saying one easy number. It takes a lot less time to order the No. 6 than a 10-piece nugget, medium fry, and a medium drink, but have you actually done the math to see if that combo is saving you any money? Take McDonald’s. If you buy a No. 3, it costs $10.39, but if you were to buy the Double Quarter Pounder, medium fry, and medium drink, it costs $10.48. You’re only saving 9 cents, and often you’ll end up with things you didn’t even want in portions that are way bigger than what’s healthy.

Hans Taparia: And creating this perception, which is quite real actually, that the per-ounce cost of something bigger is lower, and so I’m just getting better value for my money, forget the fact that I’m buying 32 ounces of soda, which has half a cup of sugar.

Narrator: The convenience of ordering a preselected meal gives fast-food restaurants control over what you order. Combine this with multiple size options and cheap upgrades, and it’s hard to walk away with a small in every category.

4. Add-ons.

When was the last time you went to a place like Taco Bell and just bought one taco? Fast-food restaurants make more money from customers buying multiple items. Items like soda have a much higher profit margin compared to burgers, so fast-food companies do everything they can to get you to buy a drink.

5. What you want, when you want it.

They’ve added things like 24-hour locations and all-day breakfast to make sure you can get whatever you want whenever you want it. If you think you have more control at an ordering kiosk, you’re wrong. According to McDonald’s CEO Steve Easterbrook, customers spend more on average at kiosks because they linger longer. Guess what those kiosks also have. Lots and lots of pictures. And that’s just the tip of the, um, Frosty.

6. Free food.

Fast-food companies are experts at getting customers in the door. They advertise the most outrageous deals on signs, posters, and TV commercials. They can get you in the door for some “buy one, get one free” nuggets, you’ll probably buy a drink too. Oh, look! You can make that a meal and add fries for just a dollar more. Companies also use brand tie-ins like Doritos Locos Tacos and coupons that expire in a week, like the ones you may have seen on the bottom of your receipt, not to mention app reward points or special daily deals found only in the app, just like the old-fashioned punch card. You’ll eat at a restaurant more often if each purchase brings you closer to free food.

Hans Taparia: Any one thing in isolation itself may not have a huge impact. The power of marketing is when you overlay things.

Narrator: But there’s a deeper issue here. Fast food isn’t as cheap as it used to be. According to Bloomberg, the average price of a fast-food burger has increased by 54% in the past decade, outpacing fast-casual and fine-dining restaurants. But fast food is sometimes the only option in low-income food deserts, and your environment has a big impact on your health and weight.

7. The more affordable option?

Healthy fast-casual offerings are often so much more expensive than fast food that they no longer target the same demographic, especially if you’re feeding a family. KFC will give you a lot more food per dollar than an organic-salad chain. Fast-food restaurants are able to lure consumers into spending more money on large unhealthy portions because it’s more affordable than healthier options.

Fast food can be cheap and convenient, but you have to fight off all the psychological tricks that are engineered to get you to spend more money. You shouldn’t be paying a premium for low-quality unhealthy food.

EDITOR’S NOTE: This video was originally published in March 2019.

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KFC, Burger King, and Smashburger are all bringing food lockers to their restaurants. Here’s why they’re poised to be the next big thing in fast food.

China food lockers
A customer gets her breakfast orders from an automatic locker of Freshhema Pick’n Go, an online breakfast order service, in Shanghai, July 17, 2020.

  • Food lockers could offer restaurants a new lease of life during the pandemic.
  • The lockers are temperature-controlled and often unlocked via an app or with a pin code.
  • Automats could also make a resurgence, as people look for contactless ways to collect food orders.
  • Visit the Business section of Insider for more stories.

Food lockers have boomed in popularity during the pandemic as a contactless way for customers to collect food.

Chains including KFC, Burger King, and Smashburger have all announced plans to bring food lockers to their restaurants.

The trend has been around for way longer than the pandemic, and isn’t just being used by restaurants.

A Horn & Hardart automat 1980
A Horn & Hardart automat selling sandwiches in New York City, January 1980.

Food lockers, in their most basic sense, are devices that are used to store food, often for customers to collect. In this way, they’re a little like the Amazon Lockers located in neighborhoods, apartment blocks, and inside stores.

The lockers vary in size, and they can be different temperatures, too. Some are heated, while others are chilled, to keep food at the right temperature until customers can collect them. More high-tech models even use UV light to kill bacteria.

Fast food restaurants have rolled out food lockers during the pandemic

Though some restaurant chains already had them in the works pre-pandemic, many have pivoted to food lockers over the past year, as they focus on new methods for delivery and collection.

Customers can order food in advance online or via the restaurant’s app and then pick it up from the locker.

Food delivery drivers can also use the lockers to collect orders.

Restaurants are experimenting with different ways for customers to unlock the lockers. In some cases, the lockers have a pinpad or touch screen. Cstomers need to enter a code sent to them when they placed their order. Other lockers can be opened by scanning a QR code or even by replying to a text message.

Food lockers can also help facilitate in-store social distancing during the pandemic. They remove the need for customers to interact with restaurant staff when it’s not necessary. Many restaurants also let customers select a collection time when they place their order, which reduces the amount of time they spend waiting in the restaurant and the number of customers waiting there at the same time.

Burger King and Smashburger are rolling out new-look restaurants with food lockers this year.

Mobile Burger King
Burger King is rolling out food lockers at its new restaurants.

KFC trialed food lockers at four restaurants in Japan in October, and it also uses similar lockers at its dubbed “restaurant of the future” in Moscow. The automated store, which involves minimum human contact, uses conveyor belts and robots to put food orders in lockers at the front of the store.

Customers retrieve their food using a code, and can pay either by card or using a biometric facial recognition system.

North Carolina-based chain Rise Southern Biscuits & Righteous Chicken is rolling out heated food lockers in some of its stores, too. The lockers are stacked on top of one another with individual heating systems.

“We just want people to feel safe, regardless of how they perceive the virus,” Rise CEO, Tom Ferguson Jr., told Insider. “Not only do the food lockers provide a contactless transaction, they also add convenience. The biggest plus for us at Rise is it’s freed us to focus on the culture in our kitchen that makes running a restaurant worth it.”

Rise food lockers
Rise is opening food lockers at its stores.

Though the trend has been accelerated by the demand for contact-free collection, food lockers aren’t a new phenomenon. Some fast food outlets were considering them before the pandemic.

Back in November 2018, Dunkin’ said it was testing pickup lockers at its innovation lab. After placing an order for pickup on the Dunkin’ app, users would simply go to the lockers, scan a QR code, grab their order, and go. Dunkin’ said it envisioned locating the lockers in busy stores in cities like New York, so that customers on-the-go wouldn’t have to wait on any lines.

Dunkin' food lockers
Dunkin’ tested pickup lockers at its innovation lab in 2018.

Wingstop said in January 2019 it was looking to introduce the lockers to cut labor costs, noting that 75% of its business was collection.

Automats are like vending machines for hot food

Before restaurants started using them for customer pickup, automats were already using rows of food lockers to sell hot food. The world’s first automat was opened in Berlin in 1895, though it looked very different to modern ones.

With a notable presence in countries including Spain, the Netherlands, and Japan, automats are like self-service vending machines where customers insert coins or use their card to buy hot food.

Individual food lockers sit on top of each other and are lined up in rows. Staff top them up throughout the day.

Automats require fewer employees and a smaller real estate footprint than standard fast food restaurants.

Horn and Hardart opened the US’ first automat in Philadelphia 1902 and went on to dominate the industry in the US: By the 1950s, the company operated almost 50 automats in Philadelphia and more than 100 in New York.

Horn & Hardart's
A Horn & Hardart’s Restaurant at 42nd Street and Third Avenue, New York City, early November 1965. Because of a blackout that hit most of the northeast, crowds jammed the restaurants and ate up almost everything in sight.

The popularity of automats has since dwindled in the US, and Horn and Hardart’s last NYC site closed in 1991. As software and hardware progressed, San Francisco chain Eatsa developed a chain of more high-tech alternatives, but it closed its doors in July 2019, too.

The pandemic, however, is giving automats a new lease of life. Some companies are trying to innovate beyond the traditional automat models, and “the time certainly seems right,” according to Tim Sanford, editor of trade publication Vending Times.

While automats typically sell pre-made food, a new automat restaurant opened in New Jersey in 2021 that makes food to order. Automat Kitchen has a patented ordering and pick-up system that delivers items to customers through a wall of lockable LCD boxes.

Automat Kitchen
Automat Kitchen in New Jersey is attempting to revive the automat.

Customers order in advance via its website and get texted a code when the order is ready. Rather than enter this code into the locker, they can also reply to the text message to open the locker – making it an entirely touch-free experience.

The Boston Dumpling Shop is rolling out new-look automats, too. Its 24-hour locations, set to open in the spring, will let customers control their orders using their phone. The sites will range in size from 500 square feet to 1,000 square feet, and the lockers light up in blue for chilled items, and red for hot to-go orders.

Brooklyn Dumpling Shop with modernized automat lockers
Brooklyn Dumpling Shop is reviving the automat in New York City, home to the nation’s automat boom in the 1950s and 1960s.

Front- and back-of-house automation mean the restaurants could roughly halve their labor costs, developer Stratis Morfogen told Insider’s Nancy Luna. The company plans to open a site at the Oculus at the World Trade Center with mega-mall developer Westfield, Morfogen said.

Food lockers are being brought to residential buildings, workplaces, and university campuses, too

Food lockers aren’t limited to just restaurants.

Alchemista, which formerly provided corporate catering to clients including TripAdvisor and Moderna, has pivoted to providing patent-pending food lockers. The company is currently focused on expanding them to residential buildings, CEO Christine Marcus told Insider, but also plans to roll them out to offices, sports centers, and university campuses.

Alchemista plans to bring its food lockers to offices, sports centers, and university campuses.

You scan the QR code to unlock the locker and then pay via your phone, meaning you don’t even need an app to use them – and the whole process takes just four seconds, Marcus said.

Before the pandemic, companies were trying to boost their corporate perks with offerings such as free meals for staff. Marcus said these trends would continue after the pandemic but companies might pivot to food lockers rather than on-site catering to reduce their real estate footprint.

It will be a “very different world when people go back to work,” she said.

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I ate nothing but ‘healthy’ fast food for a week – here’s what happened

America has an obesity problem, but there are more 200,000 fast foods restaurants dotted throughout the country. Customers have been moving towards places with healthier menus and many traditional chains are adding items to address this. I tried eating these “healthy” fast foods for an entire week. I had every meal at McDonald’s, Wendy’s, Taco Bell, Burger King, Subway, Dunkin’ Donuts or Chick-fil-A. Following is a full transcript of the video. 

Kevin Reilly: Fast food is cheap and convenient. But hidden in between the burgers and tacos are some “healthy” options: salads, grilled chicken, yogurts, oatmeal, power burritos. Doesn’t sound too bad, right? I spent a week eating nothing but these “healthy” fast foods and I lost six-and-a-half pounds. But even though I lost about a pound a day, it didn’t really go well.

I live in New York City, a place with every possible food you could want. Eating healthy here, it’s a breeze. But across America, there are more than 200,000 fast food joints, and they’re bringing in more than $200 billion a year in sales. And no matter where you go, you’re never far from a place like McDonald’s or Taco Bell. But in recent years, consumers want better, healthier choices, and the traditional fast food places have been losing customers to those fast casual healthy options.

The rules were pretty simple: Eat every major meal at a national fast-food chain and stick to the healthy options. McDonald’s, Wendy’s, Burger King, Taco Bell, Dunkin’ Donuts, Subway, and Chick-fil-A; nothing but them for a week. Yeah, I lost almost seven pounds, but let’s take a close look at the numbers.

On a normal day, I’m eating around 2,500 calories. An adult man should be having about 2,400 to 2,600 calories a day. But on this fast food plan, my calories plummeted. Most of these meals came in under 400 calories, and that was one of my first problems. I’d eat and just a couple hours later, I was starving. And I had days when I didn’t eat more than 1,000 calories.

Now, some of these meals were really good. My favorite was this grilled chicken market salad from Chick-fil-A. It had blueberries, strawberries, apples; it was delicious and it was actually healthy. However, a lot of the other salads from Burger King, McDonald’s, and Wendy’s were loaded with salt, often more than 50% of what I needed for the entire day, from a salad. In fact, excess salt was a problem the entire week. I thought I had hit the jackpot with Taco Bell’s al Fresco menu. They take off all the cheese and mayo-based sauces and replace it with lettuce and pico de gallo. One night I got tacos, another night I got a power cantina burrito, and these were meals with more protein than usual. So, I felt like I was getting enough food. They were good, too good. It was all salt. In fact, just one burrito had almost as much salt as I needed in just one day. The American Heart Association says we should limit our sodium to about 2,300 milligrams a day, but the ideal is closer to 1,500 milligrams a day, especially for a person like me with high blood pressure. But if you look at my sodium intake, it was high every day, yet I was barely getting the calories I needed. If I wanted to keep the sodium down, I was starving. If I wanted to feel full, salt through the roof. You see, that’s an issue in the fast food industry. Wendy’s even acknowledges on their website that there’s going to be a trade-off between salt and flavor.

It was weird. I didn’t feel healthy at all throughout the week, even though I was eating healthy foods and losing weight. And on the last day, I had this massive headache that was just infuriating. These places, they’re supposed to be tasty, cheap, and convenient. But it wasn’t cheap. Every healthy option was expensive, but left me hungry. For eight grilled nuggets and this tiny kale salad at Chick-fil-A, $12. For the power Mediterranean salad at Wendy’s, it was almost $8, yet I could get a cheeseburger, nuggets, fries, and a soda for only $4. That brings me to another problem. Walk into McDonald’s and you get hit with that sweet, sweet french fry smell, and I had to get a salad.

Would I recommend this to anyone? Nope, unless you’re stuck on the road with no other options. Though there was a bright spot: breakfast at Subway. They have these egg-white-and-cheese sandwiches, which I got covered in spinach and peppers. And let me tell you, it was good. But after all this, I just want a cheeseburger.

EDITOR’S NOTE: This video was originally published in May 2018.

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Burger King is launching a dollar menu, reviving the fast-food value classic as Americans struggle to make ends meet

burger king
  • Burger King is launching a dollar menu, called the $1 Your Way menu, in late December. 
  • The menu will include a Bacon Cheeseburger, Chicken Jr. sandwich, fries, and a soft drink. 
  • Fast-food chains are preparing for a battle over budget shoppers in early 2021, as many Americans struggle economically during the pandemic. 
  • Visit Business Insider’s homepage for more stories.

Burger King is launching a dollar menu as many Americans struggle financially amid the pandemic-induced recession. 

On Monday, Burger King announced the chain will debut a $1 Your Way menu starting on December 28. The menu will include four items priced at just $1: a Bacon Cheeseburger, Chicken Jr. sandwich, fries, and a soft drink. 

“The dollar menu is back,” Ellie Doty, Burger King North America’s chief marketing officer, told Business Insider. “And, a lot of our guests and guests across QSR generally have really, really missed it.”

Dollar menus have been disappearing in recent years. McDonald’s killed its iconic Dollar Menu in 2013. In the years since, it and other fast-food chains have increasingly relied on bundled deals or promotions tied to mobile apps instead of building out a menu of items costing a single dollar. 

Read more: 95% of McDonald’s franchisees vote to cut all ‘non-essential’ contact with corporate in protest over millions in new costs

“It’s important for us to be offering everyday value that’s consistent and easy for the guests to understand, and that doesn’t require them to jump through a lot of hoops to access it,” Doty said. 

Fast-food chains frequently roll out new deals touting lower prices in January, when customers are more attuned to their budgets. This year is set to be a massive budget battle, as chains try to win over customers impacted by 2020’s rise in unemployment. 

“When we think about what might resonate with our guests at any given time of year, setting aside the macro economic times, we heavily consider how they’re thinking and feeling – what’s going on in our guests’ lives that we might be able to be a solution,” Doty said. 

“When we promote a value menu or launch $1 Your Way menu, being sensitive to when that might be most useful to our guests is definitely top of mind,” Doty added. 

Burger King is promoting the new deal by sending randomly-selected Burger King customers $1 via Venmo, from Monday until the new menu launches on December 28. 

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