“Women belong in the kitchen,” @BurgerKingUK posted on Twitter on March 8, also International Women’s Day. With one tweet, the Burger King franchise went viral, possibly for the wrong reasons.

In an attempt to draw attention to the lack of female representation in the cooking industry, Burger King U.K. posted this tweet and attached an announcement that they would be providing scholarships to women in the field. However, the franchise decided to separate that part of the tweet from the attention-catching statement and reply to it to create a thread. Doing this made it difficult for viewers to see the real purpose of the tweet.

“I was really frustrated when I first read the tweet,” senior Katelyn Boyd said. “I’m used to businesses using International Women’s Day as a day for a vague ‘we support women’ post once a year, but this one was obviously just in bad taste.”

Women, as well as men, began to reply to the tweet in fury, yelling at Burger King that the tweet was inappropriate and out of place. Some even urged the company to take the tweet down, in which @BurgerKingUK replied, “Why would we delete a tweet that’s drawing attention to a huge lack of female representation in our industry, we thought you’d be on board with this as well? We’ve launched a scholarship to help give more of our female employees the chance to pursue a culinary career.”

While the apology was reasonable to some, others thought it was just not enough. There was no explanation as to why the entire announcement could not have gone under a single tweet and why it was put into a thread like that.

“If they wanted to bring attention to the lack of women chefs, they could have included that statistic in the original tweet, not in a thread where it couldn’t be immediately seen,” Boyd said. “It was really strange that no one on their social media team thought that maybe it wasn’t a good idea.”

Burger King eventually apologized for the tweet and decided to take it down, saying, “We hear you. We got our initial tweet wrong and we’re sorry.” However, the tweet lives on in people’s minds, and many have vowed to stop eating at the restaurant as well as continue to question the franchise’s marketing plans.