How to deal with disaster

The three worst coffees I’ve ever had, in no particular order:

British Airways London to Madrid – As nasty as the hostie serving it.

Gundagai Café – It could have been tea, coffee or hot Murrumbidgee River water. I really couldn’t tell.

McDonalds

Unlike the Gundagai Café or British Airways, I will consider trying McDonalds coffee again. Why? Because they said sorry.

In a rather surprising advertising campaign McDonalds are apologising for the sub-standard coffees they have produced in the past.

It seems research showed that many Australians found their coffee convenient but … dreadful. I certainly have.

Where many marketers would have simply looked at the dud research and claimed even more loudly that their product was the superior in every way, McDonalds has chosen to face the music.

According to a rather nice long copy print ad (remember them?) they are now training baristers and offering a replacement cup if you don’t like the first one.

McDonalds have turned a negative into a positive at almost no cost to themselves.

As a result consumers listen. We actually quite like an organisation that admits it was wrong and outlines how it will fix the problem. It’s so unusual.

I think Lipton Tea did a similar thing when it changed its name and packaging and sales temporarily crashed. What is it with hot drinks?

Anyway, if your consumers are angry about something, consider apologising. It could turn sliding sales into booming sales.

White and one thanks.


TIPS FOR MARKETERS
- 'Spin' is so prevalent and honest confession so rare, that apologising for a mistake will almost certainly improve your brands stature.