Taco Bell Case Study
COMMUNICATION STRATEGY (C/S) WORKSHEET
PURPOSE:
General: Identify and address key issues behind recent outbreak and food safety image while maintaining customer loyalty and consumer behavior.
Action: Investigate, test, and report all possible sources of E. Coli and Hepatitis A (including all midpoints between farm and restaurant), evaluate store sanitation procedures and inventory logistics, report findings and recommendations as required by regulatory agencies.
Communicate: Once sources are discovered, provide public disclosure as to the source of bacteria and reasons why outbreak will not happen in the future. Address with regulatory agencies failure in current processes focusing on the safety of regulation enhancement. Transition consumer media message from “is it safe?” back to recent commercial tagline. Communicate with Franchise Owners reasons for outbreak and how the support infrastructure at YUM brands provides better support than competition. Provide shareholders with crisis management plan and communicate steps to get back to business as usual. Address all employees and contractors focusing on required steps necessary to maintain a sanitary work environment and all the steps required in proper food handling.
AUDIENCE:
Primary– Senior Management including C-level positions within YUM brands. They have a need for decisive and comprehensive action given the repeated incidences of outbreak, as well as, need to satisfy regulatory entities with a strong avoidance of as much liability as possible. Additional Primary audience is with shareholders and large stakeholders showing comprehensive management plan for a quick back to business as usual in day to day operations.
Secondary- Vendors, Suppliers, Employees, and Consumers, these groups need to know that YUM brands will not tolerate or accept a product or practice that jeopardies the health of its consumers or violates current regulations.
CONTENT:
A large obstacle to the message
PURPOSE:
General: Identify and address key issues behind recent outbreak and food safety image while maintaining customer loyalty and consumer behavior.
Action: Investigate, test, and report all possible sources of E. Coli and Hepatitis A (including all midpoints between farm and restaurant), evaluate store sanitation procedures and inventory logistics, report findings and recommendations as required by regulatory agencies.
Communicate: Once sources are discovered, provide public disclosure as to the source of bacteria and reasons why outbreak will not happen in the future. Address with regulatory agencies failure in current processes focusing on the safety of regulation enhancement. Transition consumer media message from “is it safe?” back to recent commercial tagline. Communicate with Franchise Owners reasons for outbreak and how the support infrastructure at YUM brands provides better support than competition. Provide shareholders with crisis management plan and communicate steps to get back to business as usual. Address all employees and contractors focusing on required steps necessary to maintain a sanitary work environment and all the steps required in proper food handling.
AUDIENCE:
Primary– Senior Management including C-level positions within YUM brands. They have a need for decisive and comprehensive action given the repeated incidences of outbreak, as well as, need to satisfy regulatory entities with a strong avoidance of as much liability as possible. Additional Primary audience is with shareholders and large stakeholders showing comprehensive management plan for a quick back to business as usual in day to day operations.
Secondary- Vendors, Suppliers, Employees, and Consumers, these groups need to know that YUM brands will not tolerate or accept a product or practice that jeopardies the health of its consumers or violates current regulations.
CONTENT:
A large obstacle to the message