HONG KONG - Like its peers, McDonald's might be seen as a victim in the expired-meat saga that began last week in China. But in Hong Kong, the company violated several rules from the crisis-management playbook and will now have to rebuild its image following a "large withdrawal from the bank of trust", according to PR experts.
The fast food brand's Hong Kong chain has gotten itself into a "sticky spot" and "urgently needs to wrest back control of the situation", said Leo Wood, senior director at FTI Consulting. "The concern now is that McDonald's does not know where the ingredients for its products are coming from."
Where did McDonald's go wrong, and how can it move forward? Read the full article on Campaign Asia-Pacific.