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It’s not every day that consumers can see how a brand decides to respond to backlash in real time.
But that’s exactly what happened on Monday after Burger King got slammed for its “women belong in the kitchen” tweet. The Burger King U.K. tweet was part of a thread about the launch of a scholarship program to “help female Burger King employees pursue their culinary dreams.” But many people only saw the first tweet in the chain that appeared condescending, so the message got lost in translation.
Fernando Machado, global CMO of Burger King parent Restaurant Brands International, spent the day on his personal Twitter account fielding tweets from people criticizing Burger King and him specifically for letting such a campaign run. By reading through Machado’s replies, a timeline develops showing how his view of the campaign changed over the course of the day.