Tag Archives: Corporate social responsibility

Responsibly Irresponsible

This Foodie Friday, I want to rant a bit on responsibility.  What’s prompting this is a report from the Center For Science in the Public Interest on their annual awards for the 9 most unhealthy chain restaurant meals.  I’ll admit that almost everything on the list sounded pretty good to me.  After all, who doesn’t enjoy 7 cheeseburgers piled high on a bun?  But my rant isn’t about chain restaurants offering dishes that are really unhealthy.  We allow people to sell cigarettes and lots of other products that can potentially kill the consumer (cars, for example).  Is it inherently irresponsible for businesses to create products that end up causing societal problems?  You tell me.  Diabetes is an epidemic but nearly every supermarket product has some form of added sugar and we’re just getting around to banning trans fats which bring about heart disease.  I’d rather than any business person think about minimizing the damage before they offer something to the public but that’s probably wishful thinking.

Here is the thing: you’d have to be pretty stupid not to understand that you’re consuming a lot of calories and fat when you chow down with that 7 cheeseburger menu item.  You probably don’t understand, however, that the 1,330 calories in the burger are accompanied with 47 grams of saturated fat and 4,570 mg of sodium.  Let me quote the report on another dish which comes from The Cheesecake Factory:

The Louisiana Chicken Pasta, which weighs an impressive 1½ pounds, comes topped with four slices of heavily breaded chicken (in case you didn’t get enough white flour in the mound of pasta). Add the New Orleans sauce (butter and heavy cream), and your plate is up to 2,370 calories (more than a day’s worth), plus 80 grams of saturated fat (a four-day supply) and 2,370 milligrams of sodium (1½ days’ worth). For those numbers, you could have had two Fettuccine Alfredos plus two breadsticks at Olive Garden.

When you jump out of an airplane, you know it’s risky.  When you get on a roller coaster, there are always signs explaining the risks.  When you order many of the extremely unhealthy products available in restaurants, you’re generally flying blind. Even when the nutritional information is posted, it’s often inconspicuously posted on a wall someplace and it’s rarely on the menu near the copy that is pushing the product.

So back to responsibility.  We all need to pay more attention to what we’re eating and we need to learn to ask questions about just how bad a dish is.  At least that way we can attempt to minimize the damage by eating a bit better over the next couple of days.  Marketers need to provide enough information to allow us to make intelligent choices.  Killing your customers is almost always a bad idea, and encouraging them to kill themselves (slowly) without speaking up about the risks is, I think, irresponsible.  At least someplace like the Heart Attack Grill is pretty upfront about the risks.  You might not like it, but it’s responsible.

Thoughts?

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Filed under food, Huh?, Thinking Aloud

Dylan On Managing

I said a couple of weeks ago I was going to try to incorporate more music into the screed.  Today I thought I’d bring in one of my favorite artists who is also (apparently) a management guru to answer a question:  Is managing a business and other people an art or a science?

English: Bob Dylan performing in Rotterdam, Ju...

(Photo credit: Wikipedia)

I suspect it’s some of both. There are data points and studies over time which point towards the scientific method: we tested a theory and this is what we found. There are scientific journals devoted to management which report on best practices and help managers to operate in a sound manner. Science at its best.

I happen to lean the other way, and it’s because of a quote from that great businessperson Bob Dylan:

“The highest purpose of art is to inspire. What else can you do? What else can you do for anyone but to inspire them?”

I believe that’s how one manages as well.  Businesses can be inspirational and I’ve worked for people who have been as well.  This notion is a lot more obvious when we’re talking about motivating and guiding a staff.  Sure, sometimes we have to use “scientific” methods to make that inspiration real, but I’ve found over the years that the best moments happen when we just stand at the head of the line and pull the folks behind you along via inspiration.  It’s art.

Many businesses are becoming involved in the Corporate Social Responsibility movement – giving back to the communities and people who support them and taking responsibility for the company’s effects on the environment and impact on social welfare.  That can be inspirational as well (assuming it’s not faked) and done well it’s art too.

Where do you come out on this?  Art or science?  While there is no “right” answer, do you think trying to inspire is part of a corporate credo?

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The ROI On A Cup Of Soup

According to what I can find in their public reporting,

Panera Bread

(Photo credit: Wikipedia)

Panera Bread spent somewhere north of $33 million on marketing last year.  Their financial results are impressive and they get good ROI on that investment.  I’m willing to bet, however, that the best marketing return they’re going to get this year is on a cup of clam chowder and a box of cookies. You might have heard about this story, but if you haven’t, this AdWeek article sums it up nicely.  A dying grandmother wants some Panera Clam Chowder on a day when the local store doesn’t make it.  A grandson calls to ask them to help.  A smart, responsive, caring manager immediately says yes and when the kid shows up to get it, gives him a box of cookies for grandma to go along with the soup.

It being the age of social, the grandson shares the story on his Facebook page.  Half a million “likes” and 22,000 comments later, that cup of clam chowder bought Panera more goodwill and positive marketing than most of the cash it spent.  Let’s think about what went right and why.

  • Someone answered the phone.  Sounds like a small thing but how many companies do these days?
  • Someone made a decision.  Not “I’m not authorized to do that” or “I need to ask corporate”.  Someone decided to do the right thing and was empowered to make the decision stick.
  • Someone went beyond what they were asked – cookies too!
  • A brand behaved like a person!  The kid didn’t call Sue, the manager.  He called Panera which Sue represented.  The wholly human way in which she responded was perfect.
  • Panera didn’t tell the story – the kid did.  Panera didn’t manufacture anything (except the chowder and cookies).  This resonates because it’s real.

The best marketing these days tends to be just like this – treating your customers well and letting them tell the story for you.  Yelp, Trip Advisor, and other review sites are all about this, and their comments often get ported to other social sites (the usual suspects).  More time on service training and less on trying to create viral media might just get you to the same destination.

Did you see the story?  What do you think?

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