PRWeek UK Awards Winners 2020: Issues and Reputation Management

Just Eat called in Headland for a campaign to help it raise food hygiene standards across its network of restaurant partners and communicate these changes to stakeholders.

PRWeek UK Awards Winners 2020: Issues and Reputation Management

Popular food-ordering platform Just Eat was facing a reputational problem. In 2018 and early 2019, there was a sharp rise in the media scrutiny applied to food businesses and hygiene.

Take me back to the PRWeek 2020 winners page

A BBC News and Panorama investigation discovered more than 400 outlets on Just Eat and Deliveroo had a Food Safety Agency (FSA) food hygiene rating of 1, which means they are in need of “major improvement”.

The FSA said food delivery platforms were undermining public trust.

Just Eat tasked Headland with helping it to not only improve standards in the takeaway sector, but effectively communicate these changes to restaurants, customers, industry stakeholders and the media, and restore its reputation.

It did this through greater transparency and investing in improving food safety standards across the industry.

Just Eat became the first food delivery platform to display food hygiene ratings of all restaurants on its website and in-app.

It funded an improvement programme for restaurants with an FSA rating of 2 or lower, and removed all 0-rated restaurants from the platform.

It introduced a minimum standard food hygiene rating of 3 for new sign-ups and invested £1m in a food safety programme.

Just Eat’s approach changed attitudes within the business and across the takeaway industry. Nearly 1,000 restaurants have improved their scores since mid-2019, with 43 per cent of restaurants listed on the platform now boasting an FSA food hygiene rating of 5. Positive media coverage and reputation results followed.

Judge's comments

An excellent campaign that's made a measurable difference to the business, its customers and the wider industry.


 

Highly commended

Social media and suicide prevention by CALM and London North Eastern Railway

When LNER’s social media team reported fatalities on the railway in a more empathetic and human response, customers responded positively, telling the train operator that they wanted to be able to donate their fare compensation for the delays to charity. The Delay Repay Donation scheme has enabled customers to donate more than £135,500 directly to the charity Campaign Against Living Miserably (CALM), also providing training for LNER staff and improving its reputation among passengers.

Shortlisted

Carnival UK: Navigating COVID-19 – a global response by Hanover Communications for Carnival UK (P&O Cruises and Cunard)

Turning a Hollywood disaster into a PR win by Red Lorry Yellow Lorry for Avid

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