WASHINGTON: The National Restaurant Association (NRA) has agreed to encourage its 250,000 member restaurants to get a crisis comms plan from Xenophon Strategies, and is offering them a discount. The partnership is the prototype for what Xenophon hopes to do with many industry associations.
The crisis firm, known mostly for its work with the airline industry, recently launched a food, marketing, and hospitality practice. As part of that, it is now offering a custom-made crisis comms service for restaurants named Protect. "Handling a crisis is something (restaurants) never prepare for, said Xenophon president David Fuscus.
He presented his product to the NRA, for whom his agency had done work in the past. The two inked a deal whereby the NRA would add Protect to its list of membership benefits, and promote it within in its network.
Xenophon is now eyeing other industries that could benefit from a similar offering. The idea is to create a branded service for each trade, then team with that association to promote it within the industry.
The NRA's former SVP for communication and marketing, Chris Krese, joined Xenophon earlier this year to lead its new practice. Fuscus says Krese was hired after the deal with the NRA was made, however.