Jollibee is my childhood hero. Though I’m not a big fan of fast food, I crave for the regular yum, spaghetti and chicken joy every once in awhile. Up to now, there are very few Asian (except Japanese) brands that become “global brands.” And for the Philippines, Jollibee is one brand that the country can be globally proud of and call its own.
I visited home 2 weeks ago and was so sad when the Jollibee outlet I visited had no chicken and spaghetti available. At some point, I really thought there was no sense of going home at all. Haha. Ok, that was an exaggeration but the trip did feel incomplete.
Then when I went back to work, I noticed that my newsfeed was flooding with #ChickenSad hashtags. That’s when I realized I was not alone, and it was the whole country feeling sad [or mad ?] having no Chickenjoy at all. According to Rappler, a major IT system change was to be blamed for the lack of the popular Chickenjoy in Jollibee stores. The change affected the fast food giant’s inventory and delivery system, forcing 72 stores to close.
— Lian Buan (@liannami) August 9, 2014
Translation: “I don’t have a boyfriend, now I can’t even have Chickenjoy.”
— Leighbendita (@leighbendita) August 9, 2014
Translation: “They don’t serve anything cause they’re updating their system….are they printing chicken?”
Translation: Wait, I was able to buy a bucket of Chicken joy last week. What just happened?
Translation: “I should’ve taken a photo of the last chicken joy I’ve eaten on Saturday (Aug 2). Maybe it’s really going to be the last.”
Some panicked and called the police.
Translation: “(Police Twitter Handle) Help! Until now, we don’t have Chicken Joy, sir.”
Some just reenacted the BTS.
Some turned into entrepreneurs.
Communities in some universities jumped to learn from the issue right away.
And the OFWs participated in the fun.
— pez de leon (@pezdeleon) August 15, 2014
But as expected, some brands will just take advantage of a competitor’s crisis. I’ve seen this becoming a trend and brands are not just trendjacking, they’re even crisis-jacking (trying my luck if there’s such word). But for this one, they chickened out and deleted the post. Read Marketing Interactive’s write up on this.
How did Jollibee handle the crisis on social? They responded on every negative tweet that they received.
And…today, told you how much they missed you.
I admit it. I had so much fun reading conversations on #chickensad but to be honest, this is a crisis turned out as a good publicity.This is my favorite post- The 8 stages of Grief. And here are some of my takeaways:
- The strong affiliation of Jollibee as a brand to the lives of Filipinos has been proven
- Just like what happened to Globe Telecom a couple of years ago, lack of communication or not informing the consumer on an upcoming upgrade will either make or break the brand.
- Competitors or other brands tend to jump in conversations to take advantage of a brand’s lowest point during a crisis (So you better be ready to fight back!).
But today, no more #ChickenSad. #HaySalamat! (“Hay” is a Filipino expression for “relief.” “Salamat”is thank you). I think below is a better move from a brand (Globe Telecom).
— Globe Telecom (@enjoyGLOBE) August 15, 2014