Jenny Chan 陳詠欣
Jul 28, 2014

McPR fail: McDonald's HK squanders trust with mishandling of bad-meat crisis

HONG KONG - Like its peers, McDonald's might be seen as a victim in the expired-meat saga that began last week in China. But in Hong Kong, the company violated several rules from the crisis-management playbook and will now have to rebuild its image following a "large withdrawal from the bank of trust", according to PR experts.

The company's mishandling of the situationfirst denying any relationship with the embattled supplier at the centre of the controversy before being forced to admit oneangered many customers in Hong Kong. Many vented their frustration via social media. For example, the photo below, which supposedly shows a box from the supplier's Hebei base in a Hong Kong outlet, has been circulated widely. Normally crowded restaurants were visibly quieter over the weekend, according to reports....

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