Olive Garden Crisis: How Not to Get 86’d - Page 2
Having said that, here are my top crisis communication suggestions for Olive Garden in case the cannolis fall off the plate again:
- Immediately post a formal statement on your corporate website. You might think this will be adding fuel to the fire and making a bigger deal out of something you hope will just ‘go away’, but the opposite is actually true. Customers may have a strong emotional association with people that have had a bad experience such as this. But at the end of the day, the crisis adage “tell it all and tell it now” will ultimately help you regain client trust, brand footing and enhance investor relations.
- Post a YouTube video from the CEO. This is not only one of the most inexpensive crisis mitigation techniques but is surely one of the most effective. Put a face on the issue, exercise leadership, and show your stakeholders that you mean business.
- Use your Twitter accounts to update your activities on a daily basis. Successes, set-backs, re-tweets, etc., all show the actions of management and employees trying to set things right.
- Make an ally out of an adversary. Being a restaurant owner herself, Mrs. Van Heest is intimately familiar with the business. If she would agree to chair a National Restaurant Association task force to prevent this kind of accident from happening again, and advocate for more stringent protocol for all restaurants, that would go far in alleviating tensions in both the legal and media realm.
Culinary Institute of Tuscany:
Having been in this situation more times than I care to remember, I have a great deal of empathy for OG on this one since: A). The timing was obviously bad on top of the aforementioned crisis; and B). This is an issue that has been coming up time and again since the company kicked off the campaign back in 1999 and should have been put to rest by now.Continued on the next page