| Country : | India |
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Assignment Task -
Length: 500 words
Task: Write a 500-word executive summary of a Business Report. The Report is attached.
1. Introduction:
Covid-19 has significantly impacted the fast food industry (Knuas, 2020). The restaurants have failed to reach their customers due to government restrictions. The models and strategic plans to contact the customer have miserably failed due to the pandemic (Welgemoed, 2020). Due to the change in the way of communication towards customers, restaurants required new methods to attract and to conversate with them. This report would be analyzing the communication strategies used by three different food chain organizations. We are suggesting communication methods to the staff of KFC considering McDonald’s and Hungry Jacks.
The new strategies suggested have been considered based on health, hygiene, customer mindset, and safety measure. The precautions and safety methods to contact and attract customers to purchase the product was mentioned. Furthermore, the employee’s rules and safety steps followed by the organizations were also referred to suggest KFC. Digital marketing tools and other safety measures were used for evaluating communication strategies. The key findings to communicate with the customers were observed to be emailing and website, better advertisement strategies and attracting through membership.
2. McDonald’s communication approach
2.1. Customer communications
2.1.1. Safety
During the time of Covid-19, MacDonald’s USA is serving customers via drive-through, walk-in take-out, and McDelivery.
McDonald’s USA emphasizes on health and safety of its customers and employees during the time of Covid-19 as the United States is taking precautionary steps to slow down its infection rate. McDonald’s wants to be available for customers who rely on it for food. But, to comply with the restrictions throughout the country, it has closed seating areas, banning the use of self-service beverage bars and kiosks. It is shifting their strategy and serving customers through Drive-Thru, walk-in take-out, and McDelivery.
2.1.2. Staying connected with the customers:
McDonald’s is encouraging its customers to join their news center by email subscription as a new communication strategy during Covid-19. By doing that, they can get the latest news and any changes that might happen via email. Moreover, customers can always get the latest news and updates on the McDonald’s website. Advertisements on TV is another way of communicating with customers as they announce the new methods of providing services through it.
3. KFC’s communication strategy
3.1. Customer communications:
3.1.1. Safety:
During the time of COVID-19, KFC set up communication strategies to interact with customers and employees. Dining in the restaurant is not allowed, and only delivery is accepted to follow government policies. Moreover, KFC is making itself noticeable on the internet to encourage people to take away and drive-thru.
3.1.2. Staying connected with the customers:
There are numbers of channels to get in contact with KFC, which includes Facebook, Instagram, Twitter, YouTube, etc. KFC responds to the feedback it gets from people in those channels. Responding and listening to the feedback can help attract more customers in the future. In short, KFC has preferred the internet platforms to be connected with the customers.
On 10th May 2020, the Australian government lifted some restrictions. According to the new policy, now people can dine-in at restaurants by following the social distancing rules, which is keeping a 1.5 meters distance from each other. Also, KFC still encourages customers to order food using mobile or use the drive-thru. It can help customers to maintain social distancing to protect both themselves and the employees.
4. Hungry Jacks’ communication strategy
4.1. Customer communications:
4.1.1. Safety
Hungry Jacks has been reaching its customers through emails, websites, and ads. It has been advertising about the measures to be taken through social media platforms like YouTube, Facebook, and other platforms. Online campaigns were conducted by renowned public figures in collaboration with the organization to follow social distancing. Advertisements about the new products and the combos offered were updated continuously to the consumers. Furthermore, Advertisements about the 1.5-meter distancing were illustrated as people stand in their respected ‘x’ marks indicating social distancing (Tylor, 2020). Subscribers on the app and website were updated continuously regarding hygiene, kid’s safety, and product offered through the emails. Customers were provided with Brekk-e-tag in order to purchase their daily breakfast at a go with zero contact service (Brown, 2016).
4.1.2. Staying connected with the customers
Customers were updated regarding the precautions to be taken while ordering food. As the government restricted specific organizations due to the spread of the virus, Hungry Jacks intimated customers about the cancellation of the dine-in services (Riga, Wainwright & Smith, 2020). Customers were informed about the locations operating service during the pandemic. They were notified continuously regarding the takeaway options.
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