Crisis Communication as Trust Repair Strategy in the Fast Food Industry Comparison of Case Studies

Abstract

Crisis communication strategies can effectively contribute to reducing the harmful impacts of crisis on business performance. This research paper, in the context of fast food industry, discusses how effective crisis communication can act as a trust repair strategy. Using the cases of McDonald"s and KFC in China and applying discourse analysis technique, the study found comparatively McDonald's had a better response strategy to the food crises, which resulted in restoring trust and positive image. On the other hand, KFC found itself in a very unsatisfactory position and took a year to regain its status in the fast-food industry.