An isolated rat infestation in a Kentucky Fried Chicken restaurant in New York City was filmed live on US television, setting off a media frenzy. Students must place themselves in the position of the management of the chain, owned by franchise parent company, Yum! Brands, Inc., and think about how handle the crisis by responding to consumers and the Board of Directors in a way that minimizes brand damage.This case includes a chronology of the crisis and the various YouTube videos spawned by the crisis.
Kentucky Fried Chicken: Crisis Communication—Rat Trap!
by: Glyn Atwal, Douglas Bryson
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