The fast-food franchise is continuing to launch its kids meal toy giveaway this month – a My Little Pony.
I’m in full support of people not having to apologise for every little thing they say and do which might cause offence (apart from Helen Flanagan – she simply doesn’t think), but there’s times when you have to change tactic to avoid rocking the boat – especially when it recently capsized.
BK was one of the first brands to get caught up in the horsemeat by pledging to switch suppliers as a precautionary measure before admitting some of its burgers had been contaminated. This made lots of people angry. Then the business got hacked on Twitter and we all had a good laugh. It worked because it gained followers.
But, is this Europe-wide promotion undoing its recovery strategy? I think so. Although there’s nothing online to say that the UK is taking part (Germany is cited on the website), it will look foolish. And to those that really take notice, I expect they’ll rip BK to pieces for its brash insensitivity.
To handle this situation, BK has two options:
1) Say nothing and take the (expected) ridicule
2) Make a joke of it and use it to their advantage
Personally, I’d vote for the latter every time. It’s a proactive opportunity to show that the business has a sense of humour and, although it’s a risk, it’s one that could come off with great results
Let’s wait to see if anything happens in the UK.