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After sparking 12 hours of nonstop debate, defensiveness and satire, Burger King U.K. has officially apologized for and deleted its International Women’s Day tweet that said, “Women belong in the kitchen.”
The tweet at issue was the opening of a thread in which subsequent posts explained the brand wanted to see more women in positions of culinary leadership and would be creating a new scholarship program to help them achieve those ambitions. But because tweets are often shared in isolation without the context of replies, many felt the supportive message was eclipsed by the provocative setup.