Tainted Beef at Jack in the Box Restaurants A Case Study of Crisis Communication Steve Kukal Prepared for: BAS 300 February 14, 2015.

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Presentation transcript:

Tainted Beef at Jack in the Box Restaurants A Case Study of Crisis Communication Steve Kukal Prepared for: BAS 300 February 14, 2015

The Crisis In 1993 there were 500 cases of E. coli infections Caused by tainted beef from Jack in the Box hamburgers The Crisis developed fast, stocks fell, and ridicule escalated The crisis generated opportunities for an otherwise doomed corporation.

E. Coli E. Coli is found in the gut of organisms Most strains of E. coli are harmless E. coli O157:H7 attacks the intestines Can develop kidney failure and death Children, the elderly individuals and weakened immune systems are more susceptible

Denial of Full Responsibility JITB president accepts responsibility for some people. Engages their own investigation to deny responsibility for many. On technicality, JITB values corporate stability over human ethics. JITB’s damaged reputation turned to new strategy.

The Opportunities JITB cooking temps. Went from 140⁰F. to 155⁰F. Introduced HACCP (hazard analysis critical control points). Ensured the safety of the product and the consumer. HACCP program brought health-equity to food safety. USDA has since called the program the industry model. The key contribution to the success of Jack in the Box today.

Preliminary Thesis JITB’s crisis management tactics were poor. HACCP program eliminated future crisis's. HACCP program was mimicked by other food chains. Brought JITB where they are today. Theory of crisis communication is unintentional. Categorized as a disease outbreak. The opportunities eliminated the threat.

Sources Cited Cooper, M. H. (1993, June 6). “Food safety”. CQ Researcher, 3, Retrieved from Cooper, M. H. (1993, June 6). “Food safety”. CQ Researcher, 3, Retrieved from Document ID: cqresrre (Website 2015 Feb. 12) “Defining Crisis Communication” (Course Resource 2015) _1/courses/ BAS /Defining%20Crisis%20Communication%281%29.pdf Juska, Arunas; Gouveia, Lourdes; Gabriel, Jackie; Stanley, Kathleen P. Agriculture and Human Values 20.1 (Spring 2003): “Manufacturing bacteriological contamination outbreaks in industrialized meat production systems: The case of E. coli O157:H7“. (Website 2015 Feb. 12) JackieStanley, Kathleen PAgriculture and Human Values Knight, Andrew J., Worosz, Michelle R. E.C.D. Todd, (2007) "Serving food safety: consumer perceptions of food safety at restaurants", International Journal of Contemporary Hospitality Management, Vol. 19 Iss: 6, pp.476 – 484 (Website 2015, Feb. 14) Nordqvist, Christian, (2014, Sept 26). “What is e. coli? (escherichia coli)”. Medical News Today. (Website 2015 Feb. 12) Ulmer, Robert R., Sellnow, Timothy L.,(2000, May) “Consistent Questions of Ambiguity in Organizational Crisis Communication: Jack in the Box as a Case Study” Journal of Business Ethics, Volume 25, Issue 2, pp (Website 2015, Jan. 29).