www射-国产免费一级-欧美福利-亚洲成人福利-成人一区在线观看-亚州成人

USEUROPEAFRICAASIA 中文雙語Fran?ais
China
Home / China / Across America

Heads must roll at Yum, crisis-management expert says

By Michael Barris | China Daily | Updated: 2013-07-31 11:22

There's only one solution for the public-relations woes in China at KFC's parent company Yum Brands Inc: fire some higher-ups.

That's the opinion of David E. Johnson, CEO of Strategic Vision LLC, a public relations and branding agency in Suwanee, Georgia.

KFC, which has 6,000 restaurants in more than 850 Chinese cities, initially attracted diners with the taste of its fried chicken and American cachet. But its reputation as a model for how a foreign company can succeed in China took a big hit in the first half of 2013 amid an outbreak of avian flu and revelations that locally sourced chicken contained unacceptably high levels of antibiotics.

Last week, the fast-food restaurant chain faced its latest public relations challenge as China Central Television reported that ice samples taken from a KFC outlet in Beijing were found to be dirtier than toilet water.

The samples from a KFC in the city's Chongwenmen area contained 12 times as much bacteria as toilet water and 19 times the allowable bacteria levels for drinking water in China, the predominant state broadcaster reported.

Hours after the broadcast, in a statement posted to Sina Weibo, China's Twitter-like microblogging service, KFC apologized to consumers. Its statement said: "We are sincerely sorry that this sort of situation has occurred. Our executives have reached the store to look into the case."

But Johnson says that apology doesn't go far enough.

Yum needs to show "that some heads are rolling, as a result of this," Johnson said. "They need to show that they've made changes."

The restaurant chain also should show images of KFC executives at the restaurant in question, "eating KFC, reassuring the consumer (that) 'we wouldn't put anything in our mouth that's not good. We're taking the appropriate steps'", Johnson said.

As evidence that Yum's image-management efforts so far are ineffective, two weeks ago the Kentucky-based company - which also owns the Taco Bell and Pizza Hut chains - posted its third straight quarterly profit drop. Analysts attributed the decline to diners taking pains to avoid KFC amid its recent scandals.

Until recently, the company had enjoyed a long stretch of double-digit earnings growth, driven by KFC's popularity in China, its biggest market.

Yum risks being stigmatized unless it "gets out in front of this" latest crisis, Johnson said. Customers "will begin to say: "stay away, it's a bad American restaurant."

Generally, Chinese choose US brands over those from China because of their perceived higher quality, according to a Boston Consulting Group study released last fall. Natalie Lowe and Alistair Nicholas, researchers with the California-based International Association of Business Communicators, reported in 2011 that Chinese consumers prefer foreign brands because of their reputations for standards in hygiene, health and safety. But numerous scandals affecting consumer products, particularly food, have led Chinese consumers to be "very much concerned with brand and corporate reputation", the researchers found.

Early this year, after a disappointing first-quarter earnings report, Yum strengthened its food safety standards and launched an aggressive marketing campaign to underscore its commitment to food safety. At the time, CEO David Novak said the company remained "more committed than ever" to restoring customers' confidence and regaining their brand loyalty.

But the power of Weibo and other social media tools to magnify complaints make it tougher to win back lost customers, Johnson said.

"The public expects more and more, regardless of how respected you are," he said.

"You have a more demanding public with social media. The standard corporate response - 'We're apologizing, we're taking steps to correct it' - no longer washes with today's savvy consumer," Johnson said. "They expect almost personalized attention."

If you don't get in front of a significant hit, "it takes several years to fully recover," he said.

Japan's Toyota Motor Corp - whose sales and reputation for quality were hurt in connection with complaints of unintended acceleration in its vehicles - is a case in point, he said. "It took them several years to get back their reputation."

For the record, ice samples taken from two other chains - Kongfu and McDonald's - also failed to meet national standards, according to CCTV. A branch of local fast-food brand Kongfu was found serving ice with five times as much bacteria as toilet water. Ice from a McDonald's outlet, meanwhile, turned out to be cleaner than toilet water but was not considered drinkable, the broadcaster said. McDonald's and Kongfu both issued statements on Sina Weibo saying they paid close attention to the ice-cleanliness report and were investigating.

That likely won't wash with apology-savvy consumers, either.

Contact the writer at michaelbarris@chinadailyusa.com

Polar icebreaker Snow Dragon arrives in Antarctic
Xi's vision on shared future for humanity
Air Force units explore new airspace
Premier Li urges information integration to serve the public
Dialogue links global political parties
Editor's picks
Beijing limits signs attached to top of buildings across city
Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US
主站蜘蛛池模板: 国产精品亚洲片夜色在线 | 国产美女在线一区二区三区 | 午夜国产理论 | 国产精品美女久久福利网站 | 国产一级片免费看 | 国内黄色一级精品 | 亚洲免费一级视频 | 亚洲天堂在线视频观看 | 三级精品 | 国产精品免费视频一区一 | 国产亚洲欧美日韩综合综合二区 | 国产夫妻视频 | 久久天天躁综合夜夜黑人鲁色 | 亚洲免费国产 | 久视频免费精品6 | 国产乱淫视频 | 中文字幕免费 | 俄罗斯aa毛片极品 | 欧美性猛交xxxxbbb | 国产草草影院 | 国产亚洲精品激情一区二区三区 | 成人国内精品久久久久影院 | hd最新国产人妖ts视频 | 国产精品一区二区三区久久 | 91在线永久 | 久草在线资源视频 | 国产亚洲精品久久久久久午夜 | 成人免费午间影院在线观看 | 国产成人一区二区三区视频免费 | 一级美国片免费看 | 99久久香蕉国产综合影院 | 日韩美女一区 | 成人欧美在线 | 欧美全免费aaaaaa特黄在线 | 久久99亚洲精品久久频 | 涩涩网站 | 国产成人看片免费视频观看 | 欧美一级www毛片 | 国产免费久久精品99re丫y | 免费一级毛片女人图片 | 国产三级毛片 |