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Taco Bell Case Study

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COMMUNICATION STRATEGY (C/S) WORKSHEET PURPOSE: General: Identify and address key issues behind recent outbreak and food safety image while maintaining customer loyalty and consumer behavior. Action: Investigate, test, and report all possible sources of E. Coli and Hepatitis A (including all midpoints between farm and restaurant), evaluate store sanitation procedures and inventory logistics, report findings and recommendations as required by regulatory agencies. Communicate: Once sources are discovered, provide public disclosure as to the source of bacteria and reasons why outbreak will not happen in the future. Address with regulatory agencies failure in current processes focusing on the safety of regulation enhancement. …show more content…

While we are aware that these incidents are totally separate, we need to first acknowledge consumer confusion and the level of concern on Taco Bell branding. Given our distribution size, we need to act quickly in organizing and identifying food operation concerns and highlight areas to inform and educate the public on our ingredient quality and food service operations. Discussion: Retail Corn Shells: Product has been placed on mandatory recall and the process is underway for identifying if this was a manufacturing or a distribution issue. A comprehensive sample is being tested to help determine which area to address first. We hope to have this identified once all product has been replaced as well as confirmed that all replacement shipments do not contain GMA in question. Hepatitis A: Current locations have been locked down and an official decontamination has commenced. All surfaces, employees, and product are being tested but we have not determined the exact cause. The stores rating on local food testing has always maintained at acceptable levels we hope to hear more after all product results are in. E. Coli: Similarly to Hep A, all locations have been locked down and are being decontaminated. We currently have

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