March 8 is globally recognized as International Women’s Day, with thousands of social media feeds filled with posts uplifting women across the world, a Twitter account for Burger King UK decided to join in.

In a series of posts, they tweeted, “Women belong in the kitchen”, followed by “If they want to, of course. Yet only 20% of chefs are women. We’re on a mission to change the gender ratio in the restaurant industry by empowering female employees with the opportunity to pursue a culinary career,” according to USA Today.

The initial tweet instantly caused social media backlash for Burger King, and in response, they released a statement saying the tweet was designed to draw attention and that it was a mistake to not include the full explanation in the initial tweet, according to NBC News.

Although Burger King tried to further explain the idea behind their tweet the damage was already done. As big of a company as Burger King is, they should not have to rely on click-bait to get people’s attention.

Burger King’s tweet was not only perpetuating sexism but also extremely tone deaf. Moreover, done so on International Women’s Day, a day meant to celebrate women and what they have accomplished, not to reinstate old gender roles even for bringing awareness to an issue relating to women.

Being more transparent in the messages they post on social media would help. If the goal of their tweet was to get more women into culinary then that should have been stated in the very first message. Instead, their goal was overshadowed by the blunder.