Word: chains
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...consultants who specialize in advising companies faced with such crises say Taco Bell's actions are not enough if the Mexican-food chain is to avoid a serious blow to its business...
...This week, the chain temporarily closed at least 60 stores in New York, New Jersey, Pennsylvania and Delaware for cleaning and restocking of all food. Most of the stores were reopened within a day. Taco Bell also launched its own investigation into the E. coli's source, and its private laboratory found E. coli present in some samples of green onions. On Wednesday, Taco Bell removed green onions from all 5,800 of its restaurants...
...Taco Bell's president, Greg Creed, has posted three short statements on the restaurant's web site since the outbreak was linked to the chain on Monday. Even those written statements were late in coming, says Timothy Coombs, a crisis management expert at Eastern Illinois University in Charleston, Ill. "The story broke Monday morning and Taco Bell did not have anything up until later that evening," Coombs says. "People were looking for information online and there was nothing there...
...Those lessons were learned by Wendy's, the fast-food chain, in 2005 after a customer in San Jose, Calif., claimed to have found a human finger in her chili. The incident temporarily drove away Wendy's customers and sales plummeted by 50%, according to Fink, who blames much of the drop on Wendy's ineffectual communciation with the public...
...Wendy's finger episode turned out to have been a hoax. Taco Bell faces a more challenging public-relations task, since the E. coli outbreak could raise health concerns about the chain that will far outlast the specific threat...