How Do Food Brands Handle Crisis? 

When you think of a crisis pertaining to a food brand, what comes to mind? How do they handle it? What is the aftermath?

These are all questions that we have as a general public, the truth is, when a company goes through situations like these, crisis communications comes to play. 

What exactly is crisis communication? It is the strategic management of a disruptive situation to maintain a brand's integrity with its audience, customers, and employees. Most of these involve protocols and strategic planning internally.

Here are some examples... 

The Finger in Wendy’s Chili

One of the most well- known restaurant scandals in 2005 was a women’s ploy to get money out of the popular food chain. A customer reported a finger in her cup of chili, the finger was planted as a ploy, the guest was later found guilty of extortion. 

But Wendy’s did not handle the situation so well, known to not have communicated with their guests. It failed to separate Wendy’s cleanliness and standards to the hoax, and did not offer expert verification of the store’s hygiene management. Losing approximately $21 million in sales. 

Another example,

Subway’s Foot Long Misses the Measure

In 2013, an Australian Subway guest posted a foot long sandwich with a ruler. Showing that the sandwich was shorter than a foot, prompting others to post photos of their measured footlongs, this led to a handful of lawsuits for false advertising. 

Subway prostate by stating that it was just the name and that baking inconsistencies could be at fault. Regardless, the negative reactions continued and Subway pledged to increase the sandwich’s size. Subway fell victim to the power of social media, with the fact that news reached all the way from Australia to the U.S.  

But Notice the Difference is Handling These Crisis?

Wendy’s failed to pull the chili from their menu.

Subway increased their sandwich sizing.

Two very distinct situations and ways in which they were handled played a role. People now remember the finger in their chili and are scared that one day they might find one, even though it was just a ploy from a guest.

Subway received backlash from their “false advertising,” however they fixed the issue. Now people measure their sandwiches to see if their sizing is actually accurate. It became an inside joke. 

Crisis communications plays a crucial role in maintaining a company's reputation and integrity. In a place where news spreads rapidly, especially with social media, negative effects can be lasting. Crisis management plans and strategies make sure to present the opportunity for a brand to ensure their commitment to consumer transparency, safety, and trust. If handling a situation properly, brands are able to strengthen their reputations effectively. 

And the aftermath? 

The aftermath can be long-term in both a positive and negative way. Customers are subject to remembering or quickly forgetting about the scandals. 

Pay attention to social media platforms when the next food brand has a scandal and note how audiences react.