It’s one of the oldest sexist tropes in the book. And when Burger King tried to flip the idea on its head, it fell flatter than a floppy patty. The fast food chain kicked off International Women’s Day with a tweet that “women belong in the kitchen”, following up with a thread of tweets clarifying that “only 20% of chefs are women” and the announcement of a scholarship designed to “help female Burger King employees pursue their culinary dreams”. But if the opener was intended as an attention-grabbing marketing ploy, many are taking issue with the fact that women are, once again, the butt of the joke.