When you hear that CoCo was exposed to the incident of a clerk stealing watermelon, you may be like me, and you can't help but feel a little confused and disappointed. As a well-known chain store, CoCo has always enjoyed a good reputation among consumers. But who would have thought that such a disturbing thing could happen behind the scenes?
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Is this an accidental mistake, or is it the "tip of the iceberg" that exposes the chaos of CoCo's internal management? Let's dig deeper into the story behind this incident.
Surprise "stealing the door"
It is said that a few days ago, when a netizen was buying milk tea at a CoCo store, he accidentally discovered an unusual scene.
Through the glass window in the back kitchen, he saw a female employee cutting watermelon. I saw her wearing a hat and a mask, but the mask was not standardized, and she was not wearing gloves. What's even more puzzling is that there is also a CoCo plastic cup on the counter.
When the female employee was cutting the watermelon, she cut off the watermelon heart several times and ate it, and then boxed the rest for customers to eat.
Netizens immediately recorded the video and posted it online, which attracted widespread attention. One can't help but ask: how messy is the hygiene and management of this CoCo store?
The crisis of CoCo
As a well-known chain milk tea brand in China, CoCo has always won the trust of consumers with high-quality products and services. However, this incident has undoubtedly cast a shadow on CoCo's brand image.
Opening CoCo's official website, we can see that the company was founded in 1997 and has reached 5,000 stores worldwide by 2022. It can be seen that while it is expanding and developing rapidly, it is also bound to face huge challenges in management and control.
"A big company doesn't mean it's well managed." Wang Min, a well-known FMCG analyst, told reporters, "With the continuous increase in the number of chain stores, CoCo's internal management will inevitably encounter some loopholes and blind spots. "
Like this "stealing the door" incident, it undoubtedly exposed CoCo's problems in store management and food hygiene. Once these issues are discovered by consumers and widely circulated, they will undoubtedly deal a serious blow to the company's reputation and trust.
"Modern consumers are demanding more and more from food safety and service quality." "Once there is a negative event, it will be difficult to repair the damage to the brand. Therefore, CoCo must heed this warning and take countermeasures as soon as possible. "
The dilemma of crisis PR
In the face of this incident, CoCo's crisis public relations handling has also attracted much attention.
Judging from the response of the manager of the store involved, he said that he had reported the situation to the company, and the company would assist in handling it. But the store manager did not disclose how to deal with it.
This attitude seems to give people a sense of "hiding and tucking". As a chain, CoCo headquarters should proactively communicate with the media and the public, explain the circumstances of the incident, and publicly commit to what corrective actions will be taken.
But from another perspective, CoCo can't make actual promises too hastily. After all, until the truth of the incident is fully investigated, hasty statements are likely to backfire and worsen the situation.
"The handling of a PR crisis often requires a balance between information disclosure and prudence and conservatism." Li Min, a well-known public relations expert, analyzed, "If it is not handled properly, it is easy to cause a storm of public opinion and damage the brand image." "
Therefore, the dilemma faced by CoCo is how to respond to the public as quickly as possible, while ensuring the accuracy of information and the effectiveness of processing measures. This requires the company to attach great importance to it and weigh it carefully.
Internal management needs to be strengthened urgently
In addition to the crisis public relations response, CoCo's internal management issues are also worth paying attention to.
After all, it is difficult to blame individual ethics solely on the behavior of an employee who "steals food". It is more likely to reflect that CoCo has some shortcomings in store management and staff training.
"In order to achieve large-scale development, large chain enterprises must establish a set of effective internal control mechanisms." Li Min said, "Including a sound management system, perfect staff training, etc., are the key to ensure the standard operation of the store. "
As a food and beverage company, CoCo's employees' hygiene awareness and operation practices are the top priorities. But judging from this incident, it is clear that CoCo has a loophole in this regard.
"It is necessary not only to standardize the operation process of employees, but also to strengthen their supervision and assessment." Li Min said, "Only by effectively 'managing people and things' can the food safety and service quality of enterprises be truly guaranteed." "
In addition, CoCo also needs to attach great importance to the construction of corporate culture. Only by cultivating employees' sense of ownership and professional ethics will they truly identify with and practice the company's values and consciously maintain the company's reputation.
It can be said that this "stealing the door" incident reflects some shortcomings of CoCo's internal management. Only by fundamentally solving these problems can the company move forward firmly on the road of future development.
How to rebuild public trust
After this scandal, CoCo must take strong measures to repair the brand image and restore public trust as soon as possible.
On the one hand, the company should take the initiative to disclose the details of the incident, including the results of the handling of the employees involved, and the corrective measures taken in response to such problems. This will not only restore consumer confidence, but also demonstrate CoCo's responsibility.
On the other hand, CoCo also needs to proactively strengthen communication and interaction with the public. For example, publishing corporate updates through official media, inviting industry experts to interpret them, or communicating directly with consumers can enhance mutual understanding and trust.
Of course, information disclosure and communication alone is not enough, CoCo needs to fundamentally improve the problem. Improving store management, improving staff training mechanisms, and ensuring food safety and service quality are all indispensable key aspects of brand rebranding.
It is only through a series of solid and effective measures that CoCo can finally rebuild its brand credibility and regain the favor of consumers. After all, a good corporate image and public trust are the cornerstones of the sustainable and healthy development of an enterprise.
Readers, do you have any other thoughts on CoCo's "stealing the door" incident? Welcome to leave a message in the comment area to discuss, let's discuss the best practices of brand crisis public relations!#CoCo被曝员工切西瓜时偷吃, the store manager responded: The company will assist in dealing with it