Running a franchise provides the advantage of expert guidance, established branding, and customer recognition. However, what do you do when a PR issue arises that impacts the brand, even if your business isn’t directly involved? This is a scenario currently confronting many Tim Hortons franchisees in light of recent news reports [1] regarding contaminated soup products at select restaurants in southwestern Ontario and Alberta.
Empowering the Franchisor for Public Relations
In such instances, it’s imperative to allow your franchisor to take the lead in communications, particularly with the media. They are equipped to handle the situation, having sought legal counsel and crafted a consistent corporate message aimed at reassuring consumers that the matter is being addressed.
While it may be tempting to highlight your unaffected status on your website or social media, it’s crucial to refrain from doing so without your franchisor’s approval. They may have specific wording they prefer to maintain consistency across the franchise operation.
Product Management Guidelines
Follow your franchisor’s guidance regarding product management. If they determine that your offerings remain unaffected, they may permit continued sales with a disclaimer outlining their safety. However, if disposal of the product is mandated, clarify the implications. Will you be compensated for losses, or will replacement products of equal value be provided?
Emphasizing Transparency and Trust
Collaborating with your franchisor to convey a unified message to customers fosters trust and reassures them that the situation is under control. In-store, if customers inquire, be transparent about the incident. If your business wasn’t impacted, communicate this honestly. Refrain from divulging additional details beyond those released by the franchisor, and direct customers to corporate communications for further information or support.
By adhering to these guidelines and maintaining open communication, you can navigate through challenging PR situations while upholding the integrity of your business and the franchise brand.