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Discussion questions :

If anything, what would you of done differently to recover from this crisis.

Do you think this crisis damaged the relationship between Starbucks and their consumers beyond repair?

Where there any other organizations that Starbucks could of partnered with during the crisis to help the situation?

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Discussion Questions

1. What do you think of Kentucky Fried Chicken’s strategy to utilize a humorous tone when communicating with the public regarding the chicken distribution crisis? Was it effective?

2. Do you think this crisis permanently damaged relations between Kentucky Fried Chicken and their customers? Why or why not?

3. If anything, what would you do differently if you were a member of Kentucky Fried Chicken’s communication team?

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1. I think Starbucks handled this situation very well. They made a formal apology and made changes within the company and took action to fix the problem outside of the company. This is what most people are looking for when a crisis arises, change.

2. I don’t think this damaged the relationship between Starbucks and their customers beyond repair. Starbucks took full responsibility and did not stay silent about the issue. In addition, Starbucks is one of the biggest companies in the world so something like this will definitely turn some people away, but not forever.

3. Starbucks could have teamed up with an organization, but I don’t think it would be a good idea to pair with another company. Many organization(s) that support the change that they are trying to make within the company.

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1. Do you think with the rise in social media and diet culture, the USPB will ever be able to change the mindset completely?
2. What could’ve the USPB done differently in combating this issue?
3. If they didn’t bring in SRG, do you think they would have had more failures?

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1.) I liked that KFC took a humorous approach to communicating with the public because I think this resonates with the brands voice. It makes the situation seem not that serious and spins into something more playful. I think the strategy was effective because it allowed customers to get in on the jokes and make KFC be seen in a positive light again.
2.) I do not think this situation permanently damages relations between KFC and their customers. It was very temporary and eventually all the stores open and served chicken again. I don't think KFC did anything wrong here that would stop customers from buying from them.
3.) I would not have done anything differently. I think they responded quickly, openly and honestly. They utilized social media very well by constantly keeping their customers updated.

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1. I would have done the same thing to recover from the crisis, as I believe Starbucks did what they could to handle the situation. They could have been more timely, however, as their response came 48 hours after the video had gone viral. Ultimately, they handled the situation well with a formal apology and action to ensure a similar situation doesn't arise.

2. No, I do not think this crisis damaged this relationship. Starbucks as a company handled the situation well, it is the relationship that the individual employees behind this crisis have with regulars/locals  that I think is severely damaged as a result.

3. Yes, I feel as if Starbucks could have potentially partnered with a local organization that focuses on fighting discrimination in the area. Due to how big Starbucks is, however, and the nature of this isolated incident, I think Starbucks handled it well and did not need any sort of partnership.

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1. I think KFC’s strategy to use a humorous tone when apologizing was very smart. If this were a very serious issue then I don’t think making a joke would be a good idea. For example, if someone was injured. By making it funny, the customers then also thought of the situation as humorous and less serious than it was. The situation is very ironic.

2. I don’t think this crisis damaged KFC’s relationship with their customers at all. They handled the situation well and it was nothing serious enough to damage their reputation.

3. I wouldn’t do anything differently. I think they handled this situation perfectly. Honestly, I wouldn’t have thought to make it humorous, but once they did I thought it was a really great idea to be quirky about it.

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1.) Personally I would not have done anything differently. I think that it was a very smart move to have the CEO be the one in front of the camera making the formal apology.

2.) No. Starbucks is a well-loved brand that millions of customers return to each day. While this may have put a bit of a damper on the company, and precisely this location in Philidelphia, with the proper response that they had, Starbucks did not need to worry about their reputation moving forward.

3.) In his apology, the CEO said that this is within the issue of bias. There are many resources now to help society combat implicit bias. I think that it would be a good idea for all Starbucks locations especially this one to look for local organizations to help them address issues of bias and racism.

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1.) I do not think they will be able to change the mindset completely surrounding potatoes. I think there will always be people who stick to what they believe and what they feel is good putting into their bodies regardless of how much research is done.
2.) I don't think there is anything they could have done differently. I think they did a good job researching, clarifying the misinformation and pushing out advertisements promoting the healthy benefits. They did a good job monitoring the media and consumer research.
3.) I think SRG helped their communications strategy because it helped them launch campaigns that then helped resolve the issue. I don't think they would have had more failures I just think it would have taken them longer to fix the crisis and their message wouldn't have been as strong.

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1. Dealing with a crisis humorously is a hard line to walk, and I think KFC pulled it off very well. It was effective, kept with the brand's messaging, and was timely and prompt.
2. I was unaware of this crisis when it occurred over five years ago and I don't think it changed the customer's perception of KFC. The situation was temporary and KFC let their customers know that they were on top of getting the situation rectified.
3. I probably would've just defaulted to more professional language to handle this situation because I did not know that humor was an option to handle a crisis. I think the way KFC handled was effective not only for the crisis but for the brand's messaging as a whole.

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1. I would not have done anything differently regarding the situation. I think Starbucks did everything correct. They took immediate action and made sure to correct the problem right away. They did exactly what you should do in a crisis
2. I think the crisis did not cause any damage between Starbucks and their customers. Starbucks did not waste any time to fix things and take charge. They took a hold of the crisis and their consumers trust them. Starbucks is such a big coffee company that many people go to so many people will stay true to them and still go to Starbucks.
3. Starbucks could definitely benefit from partnering with an organization that helps address issues of race and an organization that fights discrimination. Starbucks would highly benefit from this and many consumers would like to see this.

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1. I don’t think the USPB will be able to change the minds of everyone. I think their campaigns have the potential of changing the minds of some however. I believe some people will stick to their beliefs and not change them no matter what.

2. I think the USPB did everything they could. They provided the public with nutritious facts, values of the product, etc. There was not much more they could have done then simply advocating for themselves.

3. If they didn’t bring in SRG I don’t think it would have had a huge effect on their failures. I don’t think they would have failed without it.

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1. KFC’s decision to use humor in their communication was aimed towards mitigating negative customer sentiment and reinforced brand loyalty in my opinion. The humor lightened the mood and allowed customers feel more at ease about the situation while they also emphasized the uniqueness of the brand.

2. I do not think this crisis permanently damaged KFC’s reputation, however, I definitely think a lot of people look at the company differently at the same time because that was their main item within their company. So at the end of the day you ask yourself how is this possible… But they handled the situation very well which is why I believe the crisis did not negatively impact the company too much.

3.  I don't believe I would have done anything differently. They handled the situation with humor but also stayed professional and on top of the crisis that was talking place so there isn’t much more one can do in this scenario.

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1.) I would have responded quicker and made the original apology longer and stronger. However, I think they used effective communication tools like speaking out on social media, going on Good Morning America and coming up with a new race training. This shows that they are taking the crisis seriously and making changes inside and outside the company.
2.) I don't think this crisis damaged their reputation beyond repair because I think Starbucks customers are always very loyal and I think it would blow over.
3.) I think Starbucks should have done community service by partnering with a local organization to put their reputation back into a positive light.

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1. People are naturally stubborn, once they believe something it is hard to convince them out of it. Opening up social media warrants a slew of information, giving consumers the power to weed out what they want to believe in and what they want to ignore. I think USPB can provide an alternate narrative surrounding the nutrients of potatoes, but the perception of potatoes is ultimately up to the consumer.
2. I think USPB handled the situation competently and used its advertising platform to educate, a tactic that was well-received by the public. Their campaign was thoroughly researched and I don't think there was anything that could've been done differently.
3. Since the crisis was just the loss of sales because of a diet, this campaign was almost failure-proof since at no point was USPB defensive. Adding SRG to this campaign was smart and made it successful. It can be hard to launch a campaign internally and adding a third party like SRG allowed for a refreshing, unbias, and creative perspective.

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1. I really liked KFC's humorous approach and strategy to this situation. I believe it was effective because it made light of a bad situation, showing consumers that it was not that serious. If they had used this approach for a serious crisis, however, that would be a different story.
2. No, not at all. If anything this situation, and how it was handled, might positively effect the relationship between KFC and their customers. It shows a lot about their brand and the voice of their brand, and the humorous touch to a situation that wasn't super serious in the first place wouldn't cause any serious damage.
3. I wouldn't change a thing if i was a member of KFC's Communication and PR team. At the end of the day, this isn't a huge situation that needs countless apologies, action, and reparations. Going the humorous route and showing customers that things happen and the situation wan't serious was a great move by KFC.

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1. I think Starbucks handled this situation well and reconciled in the proper way. They made changes and did what they should’ve done.

2. I don’t think this damaged the relationship between the customer and Starbucks. Starbucks is such a huge company and has a large customer base.

3. Starbucks should not pair up with another company.

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1. No, I do not think that the USPB will ever be able to fully change consumer mindset on potatoes. People tend to stick with mindsets they already have, and it can be hard to sway them. The action taken and marketing done by USPB may help shift this mindset, but cannot eradicate it completely.
2. I don't think there is much the USPB could have done differently in this scenario. They did a good job with their research and media, and their strategies were solid. They did everything they could.
3. Yes, I believe that if the USPB did not bring on SRG, their strategy wouldn't have been as effective. The board might have come up with solid strategies, but ultimately sometimes bringing in a consulting group or someone with bigger and better ideas who specializes in solving these situations is always a good idea.

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1.) I think that KFC's strategy to incorporate humor when communicating with the public was a smart idea. By doing this, it provided an opportunity to lighten the mood of a less ideal circumstance for both the company and customers. I can say from reading the messages, that I myself got a chuckle or two with how creative their communications team got.

2.) I do not think that this permanently damaged the relationship between the KFC and their customers because this was one small hiccup for a highly reputable and well loved restaurant. While some people were  disappointed with the hiatus, it's not as if the company was shutting down for good, and with some patience, customers were soon able to enjoy their favorites again.

3.) I personally would not have done anything differently. I think that they responded promptly and thoroughly while even adding their touch of humor.

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1. I think Starbucks handled this situation well and reconciled in the proper way. They made changed and did what they should've done.

2. I don't think this damaged the relationship between the customer and Starbucks. Starbucks is such a huge company and has large customer base.

3. Starbucks should not pair up with another company.

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1.) I think with diet culture the way that it is it will be challenging for the USPB to make a full comeback to the rate at which potatoes have been enjoyed in years past. I know that there are many diets that have been formed since the Atkins one that excludes regular potatoes, including the Paleo, and Keto diets. By instilling this idea that potatoes are "carb rich" and "unhealthy" many people avoid them overall.

2.) I think that the USPB should keep educating on the real facts and health benefits of potatoes. If they really wanted to they could do some research on these diets and inform people about the negatives of them, if that data can be backed up with research.

3.) Yes, I think that SRG was crucial for the USPB to see any change. As a consulting company, it was at the forefront of what they do to help groups like the USPB whose mission was to produce potatoes, not communication tactics.

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1. I think using a humorous approach works better from companies when trying to dissolve a crisis. It keeps things light and allows for consumers to see that not everything is so serious. KFC was able to bounce back faster from the crisis due to this and the consumers in the end were better able to trust them.
2. I don't think that this crisis permanently damaged the relationship between KFC and their consumers. KFC was able to handle the situation well as they responded quickly to the situation.
3. If I were a member of KFC's communication team, I would not do anything differently as I think KFC handled the situation well and made sure to get on top of it right away instead of waiting on it.

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1. Honestly I wouldn’t have done much differently. I think this is one of the best cases we have seen in terms of the company’s action. They jumped on the problem immediately and took the blame. They didn’t try to hide what happened. They used it as a learning tool and stated how this goes against what they believe in as a company. If anything I would have just done more social media coverage since that is where the situation got escalated.

2. Not in the slightest. If anything I think it strengthened it. Dare I say Starbucks is one of the most “action-taking” corporations when it comes to current social issues? They were super vocal during BLM when the country nationally legalized gay marriage, and even now with states taking away trans rights. Starbucks did a lot to resonate the issue but went to great lengths to make sure something like this never happens again. They were very transparent throughout the whole situation by letting the public know that they were not only sorry, but they actively put measures in place to educate their employees and executives.

3. They might not have been as prevalent during this time, but they could have partnered with BLM as they are a popular organization known for highlighting racism, discrimination, and racial inequality experienced by black people. Their mission is exactly what the incident at Starbucks involved. Therefore they would be the perfect organization to pair with.

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1. I do not think they will be able to change everyone’s opinions or minds. Many are so stuck on their own beliefs nowadays and own routines and opinions that it would be hard to change their opinion in this matter.

2. I think USPB did everything they could in combatting this issue and they had very good background research and made sure to keep an eye on social media sites and see how consumers were reacting to certain methods and such.

3. I think they would have more failure if they didn’t bring in SRG. This is because SRG allowed for them to be more successful and allowed for a different perspective and different view in seeing things. SRG added to their campaign and ultimately made it stronger overall.

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1. I think Starbucks handled this very well. They apologized and reconciled in the correct way. They took action and were responsible for what occurred.
2. I don’t not think this changed Starbucks reputation. They are such a huge company and I don’t think anything would really take away their customer base.
3. I don’t think they should pair up with another company.

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1. I believe Starbucks handled this situation really well. They issued a formal apology and brought about immediate adjustments within the business. In addition, Starbucks took immediate action to address the issue externally. When a crisis occurs, the majority of people seek change.

2. I don't think that this crisis permanently impacted Starbucks' relationship with its consumers. Starbucks accepted full accountability and took immediate action to repair the problem. Starbucks was also extremely open and honest with the public. Additionally, Starbucks is one of the largest companies in the world, therefore a situation like this will deter some customers, but not for very long.
3. I think that if Starbucks were to partner with a local organization it would have helped them improve their reputation. However, it would not have helped fix the issue completely.

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1. I do not think anyones mindsets will be changed completley because dieting is a touchy subject and is very personal based on peoples bodies.
2. They provided the public with background research and facts so I do not think there is anything they couldve done differently.

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1. I think KFCs way of making a joke of it was smart and lightened the mood of the situation.
2. I do not think the crisis damaged the relationship with KFCs customers at all.
3. I do not think I would have done anything differently, I think they handled it well and in turn created a brand message of humor.

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1. I believe Starbucks handled this situation well. One of the key ways to handling a PR crisis is being prompt with a response which is what Starbucks did.
2. Because of Starbuck's accountability they were able to maintain a strong relationship with its consumers. Starbucks has an extremely strong brand image, millions of people love them, Starbucks knows this and makes sure that its messaging prioritizes the consumers.
3. Starbucks started as a grassroots coffee shop in Washington and I wished they stuck to their roots and decided to work with a local organization to aid with this crisis.

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1. I think it will be hard but with the right amount of awareness and strong marketing, they might be able to have a comeback. They definitely won’t be able to change consumers' mindsets completely, but maybe change them enough to have potatoes an extra night a week.

2. They could have put nutrition facts/advertising materials in grocery stores next to the potato section. It’s the perfect spot to grab consumers’ attention.

3. I think they’re would have been more failures. SRG played a huge role in them moving towards their overall goal.

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1. I think it was really smart for them to use a humorous tone, especially on Twitter. When using a humorous tone on social media it tends to go over better with the audience it reaches. It was very effective.

2.  I don’t think it did at all. KFC jumped on the crisis immediately and took the right approach. I think their consumers actually respect them more now for how they handled the situation. They created a foundation for not only the people/location it affected but also their own employees. They also continue to keep a fun spirit on social media which helps.

3. I don’t think I would have done much differently, except at the beginning when they blamed their supplier. They should have taken accountability for their actions instead of using the supplier as an excuse.

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1. I don’t think the USPB will be able to alter the mindset regarding potatoes. I think their campaigns have the ability to change the minds of some people. However, no matter how much research is done, I believe there will always be people who stick to the beliefs they feel are best for their body.
2. In my opinion, I don’t really think there is anything the USPB could have done differently. I think they did a good job of conducting their research, addressing the false information, and highlighting the health advantages in their commercials.  They performed an excellent job of keeping an eye on consumer research and the media.
3. I believe the SRG aided their communication strategies by assisting them in the launch of campaigns that ultimately assisted in fixing the problem. I believe it would have taken them longer to resolve the issue if the SRG hadn't assisted them.

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1.  I think that it was a smart tactic for KFC to take a humorous approach to communicate with the public because I think it fits the brands tone. It helps make the situation appear less serious. It was a good strategy, in my opinion, because it allowed customers to participate in the jokes and repair KFC's reputation.
2. I do not think that this situation permanently damaged relationships between KFC and their customers. KFC handled the situation well therefore I think that this crisis didn’t negatively affect the company too severely.
3. I don’t think I would have done anything differently if I were a part of KFC’s PR team. I believe KFC dealt with the public honestly, transparently, and fast. They handled the situation with humor but also remained professional.