Hees made the comments to a group of students in Chicago, while relating his experiences of studying at Warwick University. The Brazilian-born former railway executive only joined Burger King last September. Burger King later said its chief executive regretted his remarks.
HOW I SEE IT - Mike Mathieson, CEO, Cake
Increasingly, our globally and always-connected world throws up more and more of these knuckle-chewing gaffes by people in positions of power or influence.
From Kenneth Cole tweeting inappropriately about Egypt to Andy Gray's off-camera remarks, it has all become fair game.
This is playing out more and more through citizen journalism in real time and CEOs must come to terms with the fact that every quip is a potential trending topic in Twitter that could lead to negative sentiment or worse. Hees was definitely foolish for playing this out in front of the most digitally enabled audience of all.
Will there be a lasting effect? Probably not. These are most often isolated incidents that are quickly forgotten but are good, harsh lessons for CEOs in how ordinary people can now shape and drive the digital news agenda. - MISS