Sometimes, people are wondering why some events with clear right and wrong can be solved relatively simply by using not very complicated methods. As a result, large companies adopt incredibly stupid responses, making things more complicated and difficult to control.

There are many reasons for this, one thing is clear. The arrogance of large companies itself cannot be lowered to the consumer level.

The first measures taken to deny the KFC and Sudan Red incident broke out, otherwise there would be problems with their own products.

When it was impossible to deny, we began to shirk responsibility and put all the responsibility on Chinese suppliers.

Finally, he was forced to a certain extent and then he stood up to apologize publicly and adopted crisis public relations.

Today's KFC is no different from before. This press conference is not so much an apology, but rather a shirk responsibility.

But unlike before, the Burger King is here and has become a topic that KFC cannot get around.

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

There are a lot of discussions in society, and through various news, many people in rural areas who never leave the village in their entire lives know about it.

Unfortunately, it is not a good reputation, but a negative impact.

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

On multiple large forums, large-scale protests and boycotts of KFC have emerged.

Some articles about consumers were even reprinted by print media and TV stations.

"Recently, several customers who had consumed at KFC some time ago came to KFC Wangfujing and asked to give an explanation about the food purchased involving Sudan Red. We showed the receipt, but was refused by KFC on the grounds that it could not prove that the food containing Sudan Red had been consumed. The store manager even asked us to take out the samples we consumed on the same day and go to the relevant department for testing!"

"I am quite speechless about this matter. I believe everyone can understand that KFC treats Chinese consumers like this as a fraud!"

"I hope everyone boycotts KFC in full!"

"Boycott KFC, start with me!"

Similar remarks are emerging on the Internet and appear frequently in the media.

Although it is far from reaching the resistance of the post-2010s to certain bad multinational groups, 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.

Consumer sentiment has risen with media doubts. News about consumers' rights protection against KFC or McDonald's has appeared in reports from local media.

In the Magic City, Jinling Road Pedestrian Street, KFC and Hamburger Emperor live next to each other, just like twins.

Huang Yawen was wearing work clothes and stood in front of the glass door of KFC, waiting for customers to come.

It was almost 11:30, and there were very few customers in the store. In the huge store, customers sitting there could count them with two hands.

Looking from this location, you can see some situations on the Burger Emperor next door. Huang Yawen took a little forward and saw a steady stream of people coming in and out of the Burger Emperor, and the business was obviously more popular than before.

When it comes to mealtime, KFC doesn’t even have one-fifth of the usual passenger flow.

Everyone is relatively leisurely, and many waiters still have time to chat together for a while.

Huang Yawen has been working here for more than a year. Since the incident of fighting Sudan Red has been exposed, she has been the most leisurely period since she entered the store to work, and her turnover inevitably dropped sharply.

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

But how can I compensate for food after eating it?

Huang Yawen, an employee who works at KFC, has the biggest feeling during this period, on the one hand, that he is deserted and has few customers in the store.

On the other hand, it was a mess. Those who came to the store to find trouble and wanted to compensate them, and those who sneaked in to interview them have never stopped.

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

In this winter, KFC restaurants with crowded passenger flows across the country have all experienced a deserted situation in the past and the rapid decline in passenger flow is shocking.

Just when KFC has not yet put down its arrogance of multinational companies, as its main competitor, the good news has been constantly emerging in the media, and its booming business is in sharp contrast to KFC and McDonald's.

It is rare to have an opportunity, and everyone understands this truth. Lu Dong is very clear. If he missed this opportunity, it would be difficult to enhance the brand image of Burger King again.

With the active contact and public relations of Lu's Catering, large amount of advertising expenses and numerous connections, the "News Investigation" column team came to the university town and conducted a comprehensive investigation and report on Burger Royal and Lu's Catering.

As the director and host of the column, although the station gave clear instructions, Ma Wei was responsible for the program that had put in countless hard work. Before he officially arrived for the interview, he sent two teams under his command to conduct undercover investigations on many stores and distribution and storage centers of Lu's Catering.

The result was very surprising.

It is hard for people to believe that such a company with strict management, standardized systems and operations, and a complete self-testing process is a domestic private enterprise!

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

Of course, Lu Dong would not refuse, so he took him to multiple stores first, and then went to see the distribution and storage center of Industrial 1st Road and Taifengyuan braised chicken.

Ma Wei is very knowledgeable, but the more he looks, the more surprised he is. Lu's catering has higher self-requirements. Just talking about internal testing and testing, it is even higher than the EU's standards!

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

Ma Weihe Lu Dong, who was wearing casual clothes, sat in front of the spotlight.

Xu Qin found a seat to not only hear the host's questions, but also let Lu Dong look up and see them, and give relevant tips.

Song Na was not very relieved, so she found a whiteboard and stood next to Xu Qin. If there was any difficulty, Xu Qin could also remind Lu Dong as soon as possible through writing on the whiteboard.

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

Ma Wei sat opposite Lu Dong: "Mr. Lu, let's start?"

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

Ma Wei nodded to the cameraman, waited to make a gesture there, and said, "To be honest, Mr. Lu, this time, two filming teams visited some stores and distribution centers of Mr. Lu's company in advance."

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

Ma Wei smiled: "Through the undercover investigation, I finally understood why among the three major Western fast food chain brands in the domestic market, Burger King not only did not detect Sudan Red, but other random inspection items were all qualified without exception."

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

Lu Dong said for granted: "Isn't this what people who do catering? Shouldn't food quality, safety and hygiene be the most basic thing in this industry? Food is the most important thing for the people and food is the first priority. Our ancestors have said this truth a long time ago."

Mawei asked: "Are you the first to start a business and focus on this aspect?"

"Yes, the company has just been established, and the company has established a quality inspection department." Lu Dong said the truth: "In order to ensure food quality and safety, when Lu's Catering had only a few stores, it invested 500,000 yuan to build a modern food safety monitoring center. Later, it invested tens of millions one after another. Now the Lu's Catering Quality Inspection Department can conduct safety sampling of all its products and raw materials, and study some food supply safety issues in the industry."

The propaganda role of the media, especially the propaganda role of national-level TV stations, cannot be underestimated. Lu Dong does not need to brag about it. He just makes what he has insisted on over the years public through the media's mouth.

Mawei asked immediately: "For enterprises, is there any way to detect toxic and harmful substances like Sudan Red early?"

This problem may involve relevant functional departments, so Lu Dong naturally would not say anything randomly. After thinking a little, he said: "For Lu's Catering, we must 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 also a little anxious and suddenly thought of something: "All brands under Lü's Catering must be standard first, testing is the priority, prevention is the main focus, and food safety is ensured!"

"We have seen the testing center of Lü's catering and the standards set, which are extremely rare among domestic catering companies." Mawei's question is gradually becoming sharp: "Even multinational chain brands like KFC and McDonald's cannot meet. Do you think this is the key to the food safety issues that KFC and McDonald's have exposed?"

Lu Dong did not avoid it or be aggressive, and said naturally: "I think catering companies should take responsibility, strictly control food safety, and block food with safety hazards in front of consumers' dining tables and outside the company and store doors. This is the most basic sense of responsibility..."

The interview went smoothly overall, and the work at Lu's Catering was also done quite well.

The public opinion trend has not fallen easily. As KFC and McDonald's reputation plummeted, it is the further strengthening of the Hamburger King brand image in the minds of consumers.

Without Burger Royal and Lu's Catering, KFC and McDonald's public relations may have made significant progress, but Lu's Catering has prepared earlier and more fully, making Yum's crisis public relations seem useless.
Chapter completed!