American restaurant chain IHOP has tweeted a joke about pancakes looking like flat-chested women, which is awkward because October is breast cancer awareness month.

The tweet has since been deleted but here’s a screenshot of the flat-chested joke:

The digital marketing experts at IHOP Kirk Thompson and Darrin Kellaris, who handles the IHOP Twitter account, told Adweek why the company is tweeting like an awful teenage hip-hop fan:  “Twitter for us skews younger so it’s important to talk the talk when it comes to that fan base.”

“There has been a refinement of our Twitter voice,” Thomspon said. “We’ve gotten more specific, more targeted about how we speak.”

Twitter wasn’t happy about boob jokes:

Looks like #IHOP is looking for a new #socialmedia manager? #twitter #marketing #communication #food #jokes https://t.co/XF3quVJn2t

— Ariel Kramer (@arielkk3) October 19, 2015

Someone on the @IHOP social media team don’ gonna get fired, yo. pic.twitter.com/ddT2z7nJGX — Andrew Husband (@AndrewHusband) October 18, 2015

@IHOP my son follow this account, this is ridiculous

— mike (@FARTDAUGHTER) October 18, 2015

Uh @IHOP I really must advise against. pic.twitter.com/wFKzP1YDSR — Katie Mack (@AstroKatie) October 18, 2015

Dear @IHOP: Making crude references about the size of women’s breasts is never a good thing, but it’s especially off the mark THIS month! + — Kimberly A. Woodard (@BeingKimmie) October 19, 2015

.@IHOP I like my breakfast fertile, submissive to man’s God-given authority, lush, and available 24 hours per day. Please advise.

— Old Hoss Radbourn (@OldHossRadbourn) October 18, 2015

The tweet was quickly deleted and IHOP issued an apology:

Earlier today we tweeted something dumb and immature that does not reflect what IHOP stands for. We’re sorry.

— IHOP (@IHOP) October 19, 2015