The Era of Hard Work

Sometimes, people will wonder why some large multinational companies can solve some incidents with clear rights and wrongs relatively simply as long as they use uncomplicated methods. become more complex and difficult to control.

There are many reasons for this, but one thing is quite clear. The arrogance of big companies cannot make them lower down to the level of consumers.

In the past, KFC and the Sudan red incident broke out, and the first measure it took was to deny it, otherwise there would be problems with its own products.

Wait until it cannot be denied, start to shirk responsibility, and push all the responsibilities to the Chinese suppliers.

In the end, when I was forced to a certain extent, I stood up and apologized publicly, and adopted crisis public relations.

Today's KFC is no different from what it used to be. This press conference is not so much an apology as a shirking of responsibility.

But what is different from before is that Burger King is here, and it has become a topic that KFC can't get around.

Moreover, many media reporters were influenced by Lu's catering.

There is a lot of discussion in the society. The names of KFC and McDonald's, through various news, even many people in the countryside who have never left the village all know it.

It's a pity that it's not a good reputation, or a negative impact.

There is even more public opinion on the Internet, and there are constant voices of crusade against KFC and McDonald's. It is undeniable that the Internet itself can easily become a base for showing patriotism.

There have been massive protests and boycotts of KFC in several large forums.

A consumer article was even reprinted by print media and TV stations.

Recently, several customers who had eaten at KFC some time ago and I came to Wangfujing KFC and asked for an explanation on the fact that the food we purchased involved Sudan Red. We showed the receipt, but KFC said that we could not prove that we had consumed it. The food containing Sudan red was rejected on the grounds that the store manager even asked us to take out the samples consumed that day and go to the relevant department for testing!

I am quite speechless about this matter. I believe everyone can understand that KFC's treatment of Chinese consumers in this way is really fraudulent!

I hope everyone boycotts KFC!

Boycott KFC, start with me!

Similar remarks emerge endlessly on the Internet and appear in the media from time to time.

Although it is far from reaching the level of resistance to certain unscrupulous multinational groups after 2010, and may not even have one-tenth, it is undeniable that KFC is losing the trust of Chinese consumers in a short period of time.

Consumers' sentiments have risen with the media's doubts. News about consumers' rights protection against KFC or McDonald's has appeared in reports in various media.

In Shanghai, Jinling Road Pedestrian Street, KFC and Burger King live next to each other, like twins.

Huang Yawen was wearing overalls, standing in front of the glass door of KFC, waiting for customers to come to the door.

It was almost 11:30, and there were very few customers in the store. In such a huge storefront, the customers sitting could be counted with two hands.

Looking from this position, you can see some situations at the Burger King next door. When Huang Yawen moved a little forward, he saw a continuous stream of people coming and going from the Burger King, and the business was obviously more prosperous than before.

When it's meal time, KFC doesn't even have a fifth of the usual customer traffic.

The big guys are relatively free, and many waiters still have time to chat for a while.

Huang Yawen has been working here for more than a year. Since the incident of playing Sudan came to light, it can be said that she has had the most leisure time since entering the store, and the turnover will inevitably drop sharply.

Not only that, there are also some people who have consumed at KFC before, come to make trouble, and demand KFC to compensate for the related food they have eaten.

But food, how to compensate after eating it?

Huang Yawen, an employee working at KFC, felt the biggest feeling during this period, on the one hand, it was deserted and there were few customers in the store.

On the other hand, it is chaotic. People who come to the store to ask for compensation, and those who sneak in for interviews have never stopped.

I don't know how long this chaos will last. If it takes too long, the reputation that KFC has accumulated over the years may soon be wiped out.

In this winter, KFC restaurants all over the country with a flood of customers have experienced an unprecedented deserted situation, and the rate of decline in customer traffic is jaw-dropping.

Just when KFC has not let go of the arrogance of a large multinational company, Burger King, as the main competitor, has continuously shown good news in the media. The booming business is in stark contrast to KFC and McDonald's.

Opportunities are rare, and everyone understands this truth. Lu Dong knows very well that if this opportunity is missed, it will be difficult to improve the brand image of Burger King.

Driven by Lu's Catering's active contact with public relations, a large amount of advertising expenses, and numerous personal connections, the News Investigation column team came to the university city to conduct a comprehensive investigation report on Burger King and Lu's Catering.

As the editor, director and host of the column, although the station has given clear instructions, Ma Wei is responsible for the program that has put in countless efforts. Unannounced visits were made to many storefronts and distribution storage centers.

The result was very surprising.

Such a company with strict management, standardized systems and operations, and a complete self-inspection process is hard to believe that it is a domestic private enterprise!

After Ma Wei arrived, as soon as he arrived at the headquarters of Lu's Catering Company, he asked to visit the storefront and distribution center.

Of course, Lu Dong would not refuse, first took him to several stores, and then went to see the distribution and storage center of Industrial Road and Taifeng Garden Braised Chicken together.

Ma Wei is also well-informed, but the more he looks at it, the more surprised he is. Lu's Catering has high self-demand. In terms of internal testing and testing alone, it is even higher than the European Union's standard!

Back at Lu's Catering Building, a film crew had already set up cameras and set up the interview scene in the reception room on the top floor.

Ma Wei and Lu Dong, who was dressed in casual clothes, sat in front of the spotlight.

Xu Qin found a place where he could not only hear the host's questions, but also allow Lu Dong to look up and give relevant reminders.

Song Na was not at ease, so she found a whiteboard and stood next to Xu Qin. In case of any embarrassing questions, Xu Qin could remind Lu Dong as soon as possible by writing on the whiteboard.

Media interviews have their own rules, and many questions have indeed been communicated in advance, but for a big-name program like News Investigation, the host will definitely ask some unprepared questions on the spot.

Ma Wei sat across from Lu Dong: Boss Lu, shall we start?

Lu Dong crossed his hands, put them on the armrest of the chair, and said, Yes.

Ma Wei nodded at the cameraman, waited until he made a gesture, and said, To tell the truth, Mr. Lu, this time, two filming teams visited some stores and distribution centers of Mr. Lu's company unannounced in advance.

Lu Dong was very calm, and said in Mandarin as much as possible: Have you gained anything?

Ma Wei smiled: Through unannounced visits, I finally figured out why, among the three major Western-style fast food chain brands in the domestic market, not only did Burger King fail to detect Sudan Red, but all other random inspection items passed without exception.

He said: No wonder many media say that Burger King and Lu's Catering are the quality assurance of the catering industry!

Lu Dong took it for granted, Isn't this what catering should do? Shouldn't the quality, safety and hygiene of food be the most basic things in this industry? Our ancestors said this long ago.

Mawei asked: Did you start a business at the very beginning, and you are paying close attention to this aspect?

Yes, just after the establishment of Lu's Catering, the company established a quality inspection department. Lu Dong told the truth: In order to ensure the quality and safety of food, when Lu's Catering only had a few stores, it invested 500,000 yuan. Yuan, started to build a modern food safety monitoring center, and then successively invested tens of millions. Now Lu's Catering Quality Inspection Department can conduct safety sampling inspections on all its products and raw materials, and conduct safety inspections on some food supply safety issues in the industry. Research.

The propaganda role of the media, especially the propaganda role of the national TV stations, cannot be underestimated, and Lu Dong doesn't need to brag, but just let the public know what he has done and insisted on over the years through the mouth of the media.

Ma Wei then asked: For enterprises, is there a way to detect toxic and harmful substances like Sudan Red early?

This kind of problem may involve relevant functional departments, and Lu Dong will naturally not talk nonsense. After a little thought, he said: As far as Lu's Catering is concerned, it is necessary to further strengthen the research on the detection technology of toxic and harmful substances in food. Establish an effective monitoring system and formulate a more standardized testing process.

He was quite quick-witted, and suddenly thought of something: All the brands under Lu's Catering must put standards first, focus on testing, focus on prevention, and ensure food safety!

We have seen the testing center of Lu's Catering and the standards set, which are extremely rare among domestic catering companies. Ma Wei's question gradually became acute: Even multinational chain brands like KFC and McDonald's can't meet it, you Do you think this is the key to KFC and McDonald's food safety problems?

Lu Dong didn't evade, nor was he aggressive, and said naturally: I think catering companies should take responsibility, strictly control food safety, and keep food with potential safety hazards in front of consumers' tables, and keep the company and the company away. Outside the store, this is the most basic sense of responsibility...

The interview was generally smooth, and Lu's Catering did a good job.

The tide of public opinion did not fall easily. Along with the reputation of KFC and McDonald's plummeting, the brand image of Burger King was further strengthened in the minds of consumers.

Without Burger King and Lu's Catering, the public relations of KFC and McDonald's may have made significant progress, but Lu's earlier and more adequate preparations made Yum's superior and shirkable crisis public relations useless.

The entire Lu's catering company has taken advantage of this wave, and its brand image has taken a big step forward!