Fast Food Chain Case Study

NEEDLE IN SIGNATURE BURGER RUMOR

The chosen scenario is the first one provided, regarding the accusations that a needle was found in a signature sandwich of a local fast food chain. This case is interesting since the organization is dealing with a rumor, however, before the issue escalates into what could become a potential crisis, the organization should communicate with stakeholders appropriately. Overall, the restaurant should use the strategies provided by the Situational Crisis Communication Theory (SCCT). First, the fast-food chain should explain that the information is a rumor, thus it will “seek to remove any connection between the crisis and the organization.” (Coombs, 2012, p.156) Then, use bolstering strategies to “build a positive

(2013, p. 227) Thus, in order to display the above-mentioned elements during the crisis, the organization should communicate appropriately internally as well as externally. Each restaurant would schedule a meeting in which all employees would be required to participate. A spokesperson from higher management would be trained to inform employees about the anonymous false accusations and provide a drafted response in which employees could use in case they are questioned by customers or other stakeholders. The meeting would start with the spokesperson mentioning that the restaurant denies all of the allegations brought against them in the posters regarding the needle on the signature burger. And the reasons for denying are because the posters are anonymous in nature and no more severe actions were brought against the business. The management should remind employees that the restaurant has a good reputation and that safety has always been something important for the restaurant. The speaker would also mention examples that display the organization’s commitment towards the security of its products, for example, the strict security measures that suppliers go through to provide the meat items. Finally, the management person would mention that in case employees are questioned about the situation, they should provide a similar response as the management just provided. Thus, employees should: (1) deny all the allegations (Coombs, 2012, p. 156) and (2) reinforcing that the restaurant has an ongoing commitment to safety and enjoyment of its customers. (Coombs, 2012,