• fi
  • Suomeksi

    • Compass Group — Communications

    What a mess could a batch of traditional makaronilaatikko make!

    Drum helped Compass Group Finland overcome a reputation crisis caused by an unsuccessful makaronilaatikko dish made by the company for school lunch in Janakkala. The crisis threatened to damage customer relationships and expand nationwide. The municipality of Janakkala was about to break the contract between Compass Group Finland and the municipality, but trust was established between the parties. Compass and Janakkala will continue to work together.

    Human error triggered the crisis

    A batch of traditional makaronilaatikko was being prepared at the central kitchen of Tuuvinki in the municipality of Janakkala. A stove of makaronilaatikko in one of the ovens had too much liquid in it, which could not be detected when it was removed from the oven. The discussion about the watery makaronilaatikko and distrust of school food was buzzing in Janakkala’s Facebook groups. The debate spread to the regional and national media. Janakkala’s catering services had been outsourced to Compass Group Finland, and the school food had already been criticised in the past. Compass is constantly negotiating catering contracts with municipalities, and the debate in Janakkala threatened to undermine the company’s reputation.

    Drum involved 24/7

    Drum provided strategic and tactical support to Compass Group Finland’s CEO, Business Director, Brand and Communications Director and communications team throughout the crisis. From the start, we were a seamless part of the team that worked through the Compass’ situation and quickly made them aware of how different messages would be received by the general public.

    Drum also emphasised to Compass the importance of internal communication in a crisis situation where the staff themselves were under criticism. A systematic effort was made to build trust through both internal and external communications.

    Constant support and strategic communications expertise helped Compass to overcome a reputation crisis that, had it escalated, could have damaged the business and the implementation of Compass’ strategy throughout Finland.

    Drum’s dedicated support helped us to communicate clearly and inclusively to all our stakeholders, which was invaluable in communicating the phases of the crisis. Ultimately, the crisis took a positive turn when we were able to rebuild trust with our client.”

    Hannu Rahnasto, CEO, Compass Group Finland
    Tero Kekki
    Communications Planner, Partner
    +358 40 514 1409

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