,

"Today, the General Administration of Quality Supervision, Inspection and Quarantine conducted a re-inspection and verification of the illegal chemical additive Sudan Red in KFC and McDonald's fast food announced by many provinces a few days ago, and officially announced the results."

"After a second review by the General Administration of Inspection and Quarantine, among the samples taken by sixteen provinces, the Sudan red content of many spicy fast foods from KFC and McDonald's was seriously exceeded..."

Driven by preparation, the "Sultan Red" incident became a hot topic in the whole society at a very fast speed. After collecting a lot of iron evidence, the relevant news officially entered the lineup and appeared on a set of "Focus Interviews" programs.

This show not only reports on serious food safety accidents at KFC and McDonald's, but also has a large number of undercover interviews.

During the undercover investigation, KFC and McDonald's store staff repeatedly emphasized the safety and hygiene of their own fast food.

But after the results confirmed by the General Administration of Inspection and Quarantine, it makes people feel that these foreign companies and enterprises are talking lies with their eyes wide open.

A few minutes after the show, a reporter's undercover interview with Hamburger King was also played. Hamburger King's strict self-testing standards and highly professional testing laboratories were presented to the audience one by one.

Good and bad are both compared.

As the three major Western fast food chain brands in the Chinese market, Burger King is in sharp contrast with KFC and McDonald's.

After watching this episode of "Focus Interview", Geng Hongju's face looked extremely serious. She was under too much pressure in recent days and was busy extinguishing fires everywhere, and her eyes were hanging down.

One step is slow, one step is slow, and KFC and McDonald's are quite passive.

KFC has done enough crisis public relations, such as stores immediately stop selling fast food products containing Sudan Red, such as pushing responsibility to suppliers, holding suppliers accountable, and mobilizing new hot spots on media to divert public attention, etc.

These have some effect, but are not obvious.

Geng Hongju is very clear about the key to the problem. As one of the three major brands, Hamburger King, not only did not have any problems, but also endorsed the results announced by government departments at all levels in a series of sampling inspections. With the background of KFC and McDonald's, it has won excellent reputation and high praise.

If all three major Western fast food brands have problems, it is actually easier to work on PR.

But nothing happened to the Burger King. You said you would do more. The media reporter asked, why can Burger King do it? Most of the efforts were immediately wasted.

What's more, Burger King and the Lu's catering behind will not waste this good opportunity to further the brand, and have joined forces with a large number of media, including one.

The "Focus Interview" program ended, and before the prime time TV series began, a new advertisement for Burger King appeared again.

At the end of the advertisement photographed by Jay Chou, the slogan is particularly targeted.

"Burger King, create a guaranteed new fast food for China!"

In normal times, such advertisements are just average, but at the moment when Sudanhong has become a hot topic in the whole society, this advertisement can be said to be a murderous and heartbroken!

Geng Hongju sighed and prepared for tomorrow's press conference. The matter originated in Quannan, and one of the key points of public relations is also placed here.

KFC's position in China's Western fast food industry has almost no Chinese companies to shake. The market recognition and advanced operating methods have kept its share in China high. However, now the Sudan Red issue has not brought about the demise of KFC, but one thing is worth thinking about is that the security crisis may bring about changes in the industry's status.

Geng Hongju has worked at Yum for many years and has a deep understanding of this industry. Even if KFC handles it properly, China's Western fast food may become the only one in KFC to become a division of two companies.

If the operation is not done properly, it is not impossible for Burger King to surpass KFC's brand image.

Once the brand image is dominant, it is a matter of time before the advantages of Chinese companies' local operations and the company's strict management will surpass scale and revenue.

Geng Hongju looked through the latest information and found that KFC encountered the biggest crisis since entering the Chinese market this time, but the reason was amused and crying.

According to the summary of the police and the Quality Supervision Bureau and other aspects, Gai Shiying, the chairman of Gai Shiying, wanted to take revenge on Lui Shi Catering because his nephew had a conflict with Lui Shi Catering, so he designed a set to cheat Lui Shi Catering. Who knew that his set did not cheat Burger King, but dragged KFC and McDonald's into the quagmire.

The Lu's catering has a keen sense of smell. Once the situation is discovered, it will immediately push the incident to develop in a direction that is beneficial to itself.

In the mall, if you don’t even take the initiative to seize such opportunities, it means that the managers of Lu’s catering are even worse than pigs.

The information was transmitted to the Magic City Corporation. Not long after much meeting, Geng Hongju's phone rang.

The head of the head office said sternly: "Isn't the person who caused this incident arrested by the police? No matter what you think or what relationship you have, you must let him sit in jail!"

Anyone with a discerning eye can see that that person is the initiator.

Geng Hongju said, "I will do my best!"

She remembers this name from Gai Shiying, who is Gai Shiying.

Just in mid-December, a heavy snow fell in Quannan. KFC, which was in the midst of a vortex of public opinion, held its first press conference since the outbreak of the "Sudan Red Incident" at the Quannan Nansu Hotel.

The press conference was prepared by Geng Hongju, the host, and participated by digital senior executives of Yum China Corporation, and carefully formulated a public relations strategy.

There were hundreds of media reporters from all over the country present!

But Yum's public relations, like most large companies in the United States and Europe over the next decade, are full of the arrogance of large multinational companies.

Fang Yan and Xu Qin attended the press conference together, but the two of them kept quiet. If there were some things to be done, they didn't need to come forward in person, and some were charging into battle.

In addition to media reporters, there were some consumer representatives at the press conference, mainly from the Quannan Consumer Association.

After the press conference began, a KFC head came on stage and read the carefully prepared public relations article.

I came up and apologized sincerely in front of the camera.

This is what Geng Hongju strongly requested by participating in the formulation of the public relations plan. Some people who originally had Yum did not agree to do so.

If the National Inspection and Quarantine Bureau did not verify the test results in various places, it would even deny that KFC was involved in Sudan Red.

Perhaps these people are not very clear. Only in Qingzhao's Lu Dong knew that the "Sultan Red" incident broke out, KFC's first reaction was denied, and it was denied for a long time. It was not until the end that there was no way, so it took other measures.

In essence, it is no different from some later companies.

Although Yum has the arrogance of a large multinational company, it is not stupid. After a public apology, it immediately shirkes responsibility and distracts its attention.

"We are pursuing the responsibilities of illegal suppliers, and once implemented, they will be severely punished!" The Yum executive talked in front of the cameras of many media reporters: "Yuma China Corporation has called the police and is assisting the police in tracing the raw materials of Sudan Red flavoring. After preliminary investigation, all the relevant raw materials used by KFC are from a company in eastern Guangdong Province. The local department inspected the company's products and found that Sudan Red was used in its 88 types of products..."

Listening to the above words, Fang Yan couldn't help but shake her head and whispered to Xu Qin: "It's so easy to shift the responsibility."

Xu Qin is a media and public relations person, and has researched on this: "This is a strategy to turn the media and the public's attention to KFC and Sudanhong to the source of Sudanhong, and to direct the public's attention to the company in eastern Guangdong, and divert the attention... Fortunately, we are prepared."

Then, the Yum executive said: "KFC has removed all the fast food categories that have problems. For consumers, the public health alarm has been lifted..."

The attitude of KFC senior executives seemed to be good, but at the beginning of the questioning session of media reporters, almost all the work they had done before became useless.

A reporter from Taidong Evening News secretly stabbed the knife in the first question: "We feel the sincerity of the apology attitudes about KFC and Yum. Is this problem a problem arising from the supplier link?"

Hearing this problem, the executive felt that the work was not in vain. The reporter was also very acclaimed and immediately said: "Some illegal suppliers have used problem raw materials to make profits. KFC has cut off the relevant supply chain! And actively cooperated with government departments to investigate!"

This is very interesting and can easily leave people with the impression that "KFC is also a victim."

"The supplier's problem? I don't quite understand why Burger King can detect the problematic products in time, but KFC can't do it?" When the reporter pulled out the knife, it was bright red: "As a world-class enterprise, KFC has always advocated the standardization of production procedures, clarity and quality. Do you mean that you have no safety mechanism for re-sampling and testing of supplier's products?"

He killed people and killed his heart: "There are clear reports that when Hamburger King had only a few stores, it established a complete internal inspection mechanism, and its internal standards were even higher than those of the EU."

The man looked at his colleagues around him: "We have reason to question KFC's quality and safety system exaggerated!"

Shortly after KFC had problems, the mainstream media's caliber was quickly unified and became a helper for KFC to overcome the crisis.

The preparations for Lü’s catering are earlier and more sufficient, and a large number of media may also speak from the perspective of KFC. This is inevitable. After all, the impact of money on public opinion is getting greater and greater.

But in the end, there are a considerable number of mainstream media that will be affected by Lu's catering.

For example, in terms of the situation, under active contact, programs such as "News Investigation" and "Weekly Quality Report" will come to Lu's Catering to shoot programs.

Yum itself is floating in the sky and not falling yet. The effect of this press conference can be imagined.
Chapter completed!