In Washington in 1993, three children died and more than 500 people after eating hamburgers in chain restaurants Jack in the box
Several lawsuits were raised against Food Makers Co., the owner of the restaurant chain.
Unfortunately, the company handled with the crisis by unsuccessful manner, they pushed out to the edge of bankruptcy actually, the company lost nearly $ 40 million in the same year as a result of the crisis .. The company is still struggling to restore its reputation.
Unfortunately, no one knows how to behave and what to say to public opinion, the company withheld the information from the media, which contributed to tarnish the image of the company.
The management should be aware that the media will deals with the crisis with research and investigation, if the company did not go out to the people and provide an explanation, the media will get people's opinions and publish, if the company did not defend her reputation, who will do?!!.
The company has provided over a year a great effort to settle lawsuits filed against it.
Strangely enough, the company supplied meat to food makers which directly responsible for the infected meat its name never mentioned in the investigation at all.
Unlike the previous crisis, McDonald's was able to manage the crisis faced by effectively, where a cup of hot coffee spilled on an old lady's leg and caused her serious burns.
McDonald's realized that public opinion now watched so the management took advantage of this opportunity to improve its image over and ignored the basic incident that people wait.
The institution was able to communicate with the public through the media during the crisis many times to send the message, Ad space for the company also increased on the TV and charitable activities.
Two years later, the court decided that McDonald's must pay three million dollars for the lady as punitive compensation from the restaurant management.
Notice how McDonald's has dealt with this crisis, is the company gloried in that coffee temperature cannot cause these burns? Is said that the customer sensitive skin is caused this harm?
After this crisis, the famous companies Stabrbucks and Dunk’n Donuts re-evaluate the way of introducing coffee to their customers, some other restaurants stopped selling hot chocolate temporarily.
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