Aaron Allen, a global restaurant consultant with clients in more than 100 countries, calls the company’s foray into the political arena, “a marketing and communications blunder.”
“The comment alone is not the issue. It’s the millions of dollars in donations to anti-gay marriage causes and the lack of sensitivity in the company’s public relations since the comment. What message of inclusion is Chick-fil-A sending with their public position?”
Decades of goodwill and reputation building can be shattered with one unguarded comment, Allen says. “Companies need a solid crisis communication plan in place to deal immediately with any and all situations that arise.”
Allen stresses that no matter how bleak it may seem controversies can be spun with a company coming out of a crisis in better position than before.
In this instance Allen says that while Cathy’s comments are polarizing they have engendered support from others who share his view, as evidenced by the Chick-fil-A Appreciation Day, but on the flip side there are many gay people working in the system, including some franchisees.
To reach Aaron Allen, who is a leading restaurant marketing strategist, for Chick-fil-A comments or to discuss the steps of an effective crisis communication plan call: 407-278-5159 or e-mail email@example.com.
About Aaron Allen:
Restaurant consultant Aaron Allen has represented several global brands including restaurant chains, which collectively post annual revenues of more than $100 billion and include more than 10,000 locations spanning more than 100 countries globally. Some of Allen’s major clients have included The Cheesecake Factory, TGI Friday’s, BJ’s Restaurants, Marriott, Carlos & Charlies and Land O’ Lakes. He is a sought after speaker and is a go-to-source for such media outlets as The Wall Street Journal, Smart Money, TIME, Forbes, Fortune, MSNBC, USA Today and Entrepreneur. Visit http://aaronallen.com/