Project Description: This press release was part of an entire crisis analysis report. The entire report was a group project, however this press release was entirely drafted by me. Our topic was to analyze a case of KFC facing crisis with their chicken as it went quite viral.
Project Justification: To write the press release as realistically as possible, I assumed the role of a PR spokesperson on behalf of KFC to put out a formal note to address the crisis situation. Since this was a real-life and viral situation, I had to get my facts right and think critically while wording the language of this press release without shedding negativity on KFC rather directing it to the real reason behind such crisis.
KFC Closes Temporarily Due to Chicken Shortage
20th February, 2018 | Motherwell, UK
On Monday 19th February, 2018 KFC UK held an emergency press release at 1pm at the KFC UK Care Center to address their chicken shortage crisis and apologize to their customers.
On Sunday night of 18th February, 2018, frequent consumers of KFC UK started Tweeting about chicken shortage at their nearest outlets. By Monday, 646 out of 900 KFC outlets shut down, as they were out of chicken, as a result disappointing customers.
The reason for this ingredient shortage was a delay in delivery, and KFC had just signed a new contract with DHL. The main issue was that they tried to operate from one distribution point.
DHL said: "Due to operational issues, a number of deliveries in recent days have been incomplete or delayed.”
Although there is no definite date promised for the issue to be resolved, KFC’s immediate response was to let its customers know of a 24/7 support, setting out a public list of the 338 stores that were still open with a limited menu and restricted opening hours. Many stores have issued written apologies, addressing the matter that read -
“Sorry, we’re closed. We deliver our chickens fresh into our restaurants, but we’ve had a few hiccups with the delivery today. We wouldn’t want to be open without offering our full menu, but we’ll be back at the fryers as soon as we can.”
“We’re in constant communication with our outlet managers and with DHL, pushing them to resolve the issue,'' assured KFC UK’s Estates Manager, Paul Brundel.
In a DHL statement they expressed that they are hopeful about managing the physical warehouse and resuming the distribution service again.
According to KFC UK, teams of KFC Care Squad and KFC Press are working relentlessly, setting out teams to resolve the issue while issuing frequent updates to its stakeholders and its consumers.
“Our delivery partner met with some technical difficulties and as we never want to compromise in quality, we had to take this decision.” Rubayat Habib Onin, Public Relation and Communication Head explained at the press conference.
He added, “KFC is nothing without its loving customers, and so we also have an exciting offer lined up! Our digital marketing team will be posting updates very soon on our social media page so we urge everyone to stay tuned with us.”
At the end of the conference, there was a Q/A session, during which the KFC team talked about building up a stronger plan for the future.
About KFC, UK
Kentucky Fried Chicken (KFC), originally American-owned, is the largest retail food service system that aims to maintain great quality in fast food in the world industry.
Contact:
Mehnaz Afrin Shreya
Public Relation Executive
KFC Corporation