Clear, Consistent, and Customer-Focused: McDonald’s Response to E. coli Outbreak Exemplifies Crisis Best Practices
As someone who doesn’t eat meat, this is a rare occasion to say ‘well done’ as relates to a hamburger…in this case, the Quarter Pounder. McDonald’s leadership has done an excellent job so far handling communications about the E. coli outbreak impacting its supply chain.
The straightforward information on this webpage is transparent and authentic. It’s everything a crisis communications advisor suggests – keep it simple, honest and clear. Update with new information as you have it, which McDonald’s clearly has done here.
This page is effective and timely: it’s a running stream of updates. No useless clicks, nothing is buried, basic links take the reader to FAQs or related sites. The headline even reflects an important crisis communications best practice: “Please see this page for the latest updates on this matter.” Establishing the organization as the best source for facts in an evolving situation is essential.
The videos from McDonalds’ President Joe Erlinger also add a valuable human dimension. He offers specifics that answer obvious questions and demonstrate his commitment to the company. No long-winded mission statements or deflecting corporate speak. Just practical, customer and team focused language that reinforces the urgency and concern.
No communications campaign will save a poor operational response, and it seems McDonald’s was ready on that front as well. Being able to rapidly deliver information on specific fixes to protect customers is invaluable. By comparison, the recent crisis for Boar’s Head showed how weeks and weeks of unmanaged bad news can take down a brand.
None of this is by accident. Boar’s Head let it happen by ignoring operational and communications protocols. McDonald’s will likely survive this event very well by delivering on brand promises and executing well-crafted and practiced communications plans based on industry best practices.
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