Bernardo Hees, CEO, Burger King, has been criticised for telling students that British women are ugly and the United Kingdom food is terrible.
He was speaking to a group of students in Chicago and recalled his days as a young scholar working on an MBA at the University of Warwick in England.
According to the University of Chicago's student paper, Hees said: "The food is terrible and the women are not very attractive. Here in Chicago, the food is good and you are known for your good-looking women."
Hees tried to make a point that his MBA experience was a breeze because as he was not worried about wining and dining.
The officials and chefs in the UK have pounced on his remarks.
In response to his remarks, Charli Fritzner, a women's campaign officer at Warwick University's student union said: "If he views women as potential distractions in academia, I wonder how he views them in the workplace? It doesn't make Burger King an attractive employer for women."
Marcus Wareing, who runs a restaurant in London, said that the comments seemed pretty rich coming from the fast-food chain head whose Whoppers and fries have been blamed for turning America into a nation of fatties.
"It's an insult to British gastronomy," the
New York Daily News quoted her as saying.
However, a spokesperson said that Hees has apologised, saying his remarks were intended as a humorous anecdote to establish a connect with the audience.