Chapter 39: The Global Retail Restaurant Industry
Brand building is extremely important in the restaurant industry. The public relations involved in building a brand need to seem authentic and genuine in this era of social media. Yum! Brands adopts a 360 degree approach to identify all the sources their customers are using to get information. The well-publicized case of Taco Bell shows the vulnerability of the food service industry in the area of crisis communications. How the public relations efforts used turned around the charges used about Taco Bell’s beef and resulted in a positive outcome. Corporate social responsibility and environmental sustainability are also objectives that Yum! has dealt with successfully with their rollout of World Hunger Relief, featuring Christina Aguilera as a spokesperson.
Jonathan Blum Biography