We can safely say that Tesco found themselves in a situation that no other retailer would ever be envious of. The revelation that particular Tesco’s frozen burgers contained horsemeat has been devastating to the brand. One of the brands checked by Irish food inspectors was found to contain 29% horsemeat.
Tesco has reacted quickly by issuing a full-page apology in The Times, Daily Telegraph, Guardian, Independent, Sun, Mirror, Daily Express, Daily Mail and The Metro; guaranteeing those who purchased the products a full refund, even if they have already eaten the product and just have the packaging left. The supermarket also states that it will provide a refund even if the consumers do not have a receipt.
In the apology Tesco has written, “So here’s our promise. We will find out exactly what happened and, when we do, we’ll come back and tell you”. This is a smart move from Tesco; they have admitted their mistake and are facing it head on. The fact that they will keep us, as consumers, updated with how and why this happened will help to rebuild trust in the brand. It’s not just something that they are sweeping under the carpet and pretending never happened.
Morrisons have been very quick to jump on the back of this scandal by also taking out adverts in national UK newspapers, reinforcing that all their fresh meat is prepared in store and is sourced from trusted British farms. “100% British. 100% of the time. All Morrisons burgers are made with 100% British beef”... Clever move!
As time goes on we will be able to see the full extent of the damage to the supermarket’s reputation and be able to assess their upcoming strategy for crisis management. So far we think Tesco have done the right thing by coming forward and making an instant apology. Hopefully they will continue to act as quickly and effectively throughout the crisis and provide a good model for people working in public relations on how to efficiently manage a crisis.