Managing in Troubled Times Case Study

Taco Bell and the Ecoli Crisis

OR

Abstract:

Taco Bell, a subsidiary of Yum Brands Inc is a leading Mexican style fast food restaurant chain and one of the best performing brands of Yum. An e-coli outbreak has hit Taco Bell restaurants in November 2006, affecting people in six US states. Taco Bell is now left with a major damage control challenge of convincing its customers that its restaurants are safe to eat even as the cause of the outbreak remains a mystery.

The case outlines the damage control strategies adopted by Taco Bell restaurants to regain market share and retain its customers in the wake of its ecoli outbreak incident. It focuses on the company's crisis management and repercussions of the outbreak.

Pedagogical Objectives:

• To discuss the dynamics of crisis management
• To analyse the crisis management strategy adopted by Taco Bell in the wake of ecoli outbreak at its restaurants.

Keywords : Crises Management; Public Relation; Taco Bell; Yum; Brands; Managing in Troubled Times Case Study; Brand Reputation; Damage control