How KFC Nailed a Crisis with Good Communications.
Background
KFC was founded in 1930 in North Corbin, Kentucky. It was one of the first fast food chain to expand internationally famous for its 11 herbs and spices Kentucky Fried Chicken recipe. By the early 70's, that special recipe reached Malaysia. The first KFC Restaurant in Malaysia was opened in 1973 on Jalan Tunku Abdul Rahman.
KFC was founded in 1930 in North Corbin, Kentucky. It was one of the first fast food chain to expand internationally famous for its 11 herbs and spices Kentucky Fried Chicken recipe. By the early 70's, that special recipe reached Malaysia. The first KFC Restaurant in Malaysia was opened in 1973 on Jalan Tunku Abdul Rahman.
Case Study
KFC Malaysia found itself in hot water when a member of staff shot footage of a colleague tampering with the food. The film was sent anonymously to the KFC headquarters and police were called in. An investigation was also launched and the issue was dealt with at an HR level. But unfortunately for the company, on June 25 2011, the video was leaked and goes viral on YouTube. The video disgusted many viewers, and they voiced their concerns across the web.
KFC Malaysia found itself in hot water when a member of staff shot footage of a colleague tampering with the food. The film was sent anonymously to the KFC headquarters and police were called in. An investigation was also launched and the issue was dealt with at an HR level. But unfortunately for the company, on June 25 2011, the video was leaked and goes viral on YouTube. The video disgusted many viewers, and they voiced their concerns across the web.
Pr Strategies
MRM’s (PR consultancy for KFC) first crisis communications rule is to listen, second is to assess the level of threat and third is to act quickly if steps one and two tell you that you should. KFC lost no time going through this process, deciding very quickly that they needed to respond. The team acted swiftly by creating a dedicated online space (entitled KFC respond) to deal with any crisis (comments swamping a blog, twitter feed or Facebook page) ensuring they could take control of the crisis by preventing it from stifling other important communications activities. They uploaded two video featuring the chains director of restaurant operation Mohammed Alwi. The video contains an apology describing the steps that have already been taken in order to help reassure customers that this sort of issue wont reoccur.In one video, En. Mohammad Alwi, KFC Malaysia’s Director of Restaurant Operations, made a personal address to the public in two languages – Malay and English. In the video, he apologizes and ensures customers that KFC Malaysia has taken action to prevent the same incident from happening. Here’s how:
1. Cameras in kitchens: KFC Malaysia has installed cameras to make sure that the kitchen team can be held accountable for their actions.
2. Appoint supervisors: One lead cook will be appointed at every kitchen to supervise the food preparation process.
3. Improve the training program: The training program will be made more rigorous to ensure employees understand the value of KFC and food hygiene.
MRM’s (PR consultancy for KFC) first crisis communications rule is to listen, second is to assess the level of threat and third is to act quickly if steps one and two tell you that you should. KFC lost no time going through this process, deciding very quickly that they needed to respond. The team acted swiftly by creating a dedicated online space (entitled KFC respond) to deal with any crisis (comments swamping a blog, twitter feed or Facebook page) ensuring they could take control of the crisis by preventing it from stifling other important communications activities. They uploaded two video featuring the chains director of restaurant operation Mohammed Alwi. The video contains an apology describing the steps that have already been taken in order to help reassure customers that this sort of issue wont reoccur.In one video, En. Mohammad Alwi, KFC Malaysia’s Director of Restaurant Operations, made a personal address to the public in two languages – Malay and English. In the video, he apologizes and ensures customers that KFC Malaysia has taken action to prevent the same incident from happening. Here’s how:
1. Cameras in kitchens: KFC Malaysia has installed cameras to make sure that the kitchen team can be held accountable for their actions.
2. Appoint supervisors: One lead cook will be appointed at every kitchen to supervise the food preparation process.
3. Improve the training program: The training program will be made more rigorous to ensure employees understand the value of KFC and food hygiene.
Theories/ Professional Ethics
Deontology
Instead of stepping aside and denies all responsibilities when the incidents happened, KFC's management stand out and take the responsibilities to solve the incidents, so that the reputation will not be affected. They take full responsibility on the issue by apologizing and also explained how cameras have been installed in kitchens of all KFC outlets, all kitchens preparation staff are now going to be directly supervised and also provide hygiene training for staff.
Utilitarianism
KFC Malaysia tried their best to create best possible solution to regain the trust and maximize the happiness of its customers. They've created a Facebook page allowing customers to voice their concern and take their customers complaint seriously. KFC Malaysia also promises to prevent a similar thing from happening again. As a result the numbers of negative comments are starting to fall away.
SOURCE: http://www.techinasia.com/kfc-malaysia/
Deontology
Instead of stepping aside and denies all responsibilities when the incidents happened, KFC's management stand out and take the responsibilities to solve the incidents, so that the reputation will not be affected. They take full responsibility on the issue by apologizing and also explained how cameras have been installed in kitchens of all KFC outlets, all kitchens preparation staff are now going to be directly supervised and also provide hygiene training for staff.
Utilitarianism
KFC Malaysia tried their best to create best possible solution to regain the trust and maximize the happiness of its customers. They've created a Facebook page allowing customers to voice their concern and take their customers complaint seriously. KFC Malaysia also promises to prevent a similar thing from happening again. As a result the numbers of negative comments are starting to fall away.
SOURCE: http://www.techinasia.com/kfc-malaysia/