Scribd
Upload
3K views18 pages

KFC Case Presentation - BC

KFC faced a "no chicken crisis" in 2018 when it changed supply chain partners to DHL, who struggled with deliveries. This caused over 900 UK restaurants to close, upsetting customers. KFC took out print ads saying "FCK" to apologize with humility and honesty. While effective, alternatives could have been internalizing the crisis and using multiple media to convey transparency and gain sympathy. Overall, transparency is important to retain customer trust during crises.

Uploaded by

ANUSHKA
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
3K views18 pages

KFC Case Presentation - BC

KFC faced a "no chicken crisis" in 2018 when it changed supply chain partners to DHL, who struggled with deliveries. This caused over 900 UK restaurants to close, upsetting customers. KFC took out print ads saying "FCK" to apologize with humility and honesty. While effective, alternatives could have been internalizing the crisis and using multiple media to convey transparency and gain sympathy. Overall, transparency is important to retain customer trust during crises.

Uploaded by

ANUSHKA
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
  • About KFC: Provides background information about KFC, its history, and global presence.
  • Problem Statement and Scope: Describes the specific problem KFC encountered and outlines the objectives of analyzing the case.
  • Case Analysis: Explains the sequence of events leading to the crisis and its immediate impacts on KFC operations.
  • Public Reaction: Explores the public's response to the KFC crisis, highlighting customer reactions and social media trends.
  • KFC's Strategy: Outlines the strategy employed by KFC to handle the crisis, focusing on media communication and brand image.
  • Communication Strategy: Details KFC's public apology and approach to communicating during the crisis.
  • Crisis Management Concepts: Discusses general principles of crisis management including planning and post-event evaluation.
  • Alternate Solutions and Recommendations: Proposes various solutions KFC could have used during the crisis and provides recommendations for future improvements.
  • Conclusion: Concludes the case study presentation and opens the floor for questions.

KFC

: A very Fcking
Clever Campaign
Case Study Analysis
About KFC
● KFC, also known as Kentucky Fried
Chicken, is an American fast food
restaurant chain that specializes in fried
chicken.
● Founded in the year 1930 by Colonel
Harland Sanders
● Headquartered in Louisville, Kentucky
● 23,000 restaurants in over 135 countries
and territories around the world.
Problem Statement:
Analyzing and evaluating the best possible way KFC could have
responded to the “No Chicken Crisis”, which it suffered due to
supply chain issues.

Objective of Case Analysis:


To understand KFC’s crisis management strategy and suggest
alternate solutions to it
Scope of Analysis
We shall:
● List down the various strategies using the
concepts of crisis management
● Analyze whether the course of action
employed by KFC was the best possible one
● Some Alternate strategies that could have
been used
Case Analysis
● In 2018, KFC changing their Supply Chain Partner to DHL
● DHL struggled to fulfil a just-in-time order culture;
faltered in timely delivery
● KFC had to close down more than 900 of their UK
restaurants
● This left many of their customers unhappy and agitated
● This Chicken shortage had the potential to cause
everlasting damage
How Customers reacted to KFC Crisis

(Will insert video


here this is
youtube link)
How
Twitter
Reacted
KFC’s strategy
● KFC set out two objectives:
1. A mass-scale public apology
2. A clear and transparent explanation of what was being done to fix the issue.
● KFC chose Print media over social media to reach their vast audience
● Two newspapers – The Sun and Metro – were selected
● Guided by the "three Hs" of "humility, humour and honesty", it settled on on using
the work "FCK" by rearranigng the word KFC
“A chicken restaurant without any chicken. It’s
not ideal. Huge apologies to our customer,
especially those who travelled out of their way
to find we were closed. And endless thanks to
our KFC team members and our franchise
partners for working tirelessly to improve the
situation. It's been hell of a week, but we’re
making progress, and every day more and
more fresh chicken is being delivered to our
restaurants. Thank you for bearing with us.

Visit kfc.co.uk/crosse-the-road for details


about your local restaurant.”
Case Analysis (Contd…)
● Prompted more than 700 press articles and TV discussions
● Delivered to a combined audience of 797 million around the world
● Further, 219 million social-media users were exposed to the branded "FCK"
image
● "FCK" picked up one silver and three gold Lions in Cannes in the Print &
Publishing category
● Was also awarded the Grand Prix for Campaign of the Year at the Marketing
New Thinking Awards 2018.
4 P’s of Crisis Management
1) Planning and Preparation:
-Assessment of Organization’s
vulnerabilities
-Should include methods like
interviews within organization, review
of past crisis etc

2) People:
-A small cluster of senior executives
responsible for looking into the crisi
4 P’s of Crisis Management (Contd…)
3) Practice:
- “Pressure testing” the crisi through
crisis response drills, table high
exercise etc.

4) Post Event Evaluation and Review:


- Evaluate for shortcomings and improve
those processes
Alternate Solutions
1. Internalize the crisis:

Appoint a key person, who is fully aware of the situation to confront the media
and the public and portray a true picture of the crisis
2. Denting intention-

- Agreement and acceptance of the incident, KFC said the situation was out of
their control.

3. Use alternate Mediums:

- Company could have used television, media interviews to convey this message,

4. Denouncement

- Indicating that an external party is the cause of the crisis

- Blame on DHL’s goof up and that KFC is the victim here.


5. Factual distortion

- Stressing that the details of the crisis is taken out of context or are false.

- This is a common tactic employed by organizations

- It buys them time to come up to a plausible answer for the crisis.

6. Suppress the negative content

- KFC could have used its power to prevent newspapers and websites in publishing
articles

- Forced entities to take down the tweets


Recommendation:

● Integrating traditional and social media is


important aspect in today’s age.
● Issue internalizing the crisis was needed.
● Making the crisis transparent to gains sympathy
and retains their trust in the brand.
Thanks!
Any Questions?
CREDITS: This presentation template was
created by Slidesgo, including icons by
Flaticon, and infographics & images by Freepik.

You might also like