DAKASI FOOD

POISONING
Nia Pauline L. Tapawan
COM-PR

DAKASI COMPANY
BACKGROUND
Known for its Taiwanese style
and variety of flavored tea
Started in Taiwan in 1990
Philippine branch was open
through the efforts of the
brands chief operating officer
in the country, Aldrich Kho, and
his partners

DAKASI COMPANY
BACKGROUND
Aims to develop nationwide
chain of gourmet drinks
Believes in the principle of
customer first and service
first
The common ones are greater
than the different ones
Deliver to shake only upon
order as one of its promises to
the consumers

DAKASI FOOD
POISONING CASE
The case was a combination of a crisis
communication and reputation
management type
The food poisoning incident happened in
Dakasi Iloilo branch last September 26, 2013
more or less 50 individuals were sent to the
hospital after accumulating a Dakasi
product
The food poisoning was said to be caused
by the presence of Salmonella and other
micro bacteria on the product

DAKASI FOOD
POISONING CASE
Food and Drug Administration of the
Philippines (FDA) conducted a
microbial test on the ingredients used
by the Dakasi Tea House
The incident had led to the temporary
close of the branch as the Iloilo Health
Office recommended the revocation
of the business permit of Dakasi Tea
House, where the incident occurred.

DAKASI FOOD
POISONING CASE
Public Relations Approach
Dakasi Philippines spokesperson and
legal counsel Atty. Margarita Gutierrez
requested the public to wait for the
final results of the test before coming
to a conclusion.
They choose not to state any
comment but instead give the Ilonggo
consumers an assurance that the
company will enable to handle it and
take future actions until the end.
Dakasi Philippines is committed to see
this controversy until the end

DAKASI FOOD
POISONING CASE
Public Relations Approach
The spokesperson stated that safety
and the quality of their products are
their priority as they always follow the
safety standards
Dakasi branch owner give a
statement about the incident

They agreed to close the branch

temporarily and continue to
cooperate on the local authorities
about the matters

DAKASI FOOD
POISONING CASE
Public Relations Approach
Dakasi Philippines posted on their Twitter
account the results of the quality control
test on the ingredients

Dakasi Philippines posted their

official statement on their
website including the results of
the quality control test done
on the ingredients taken in
their product.

PAGE PRINCIPLE
APPLICATION
1. Tell the truth
Dakasi Philippines at first do not want to
state any comment regarding the
incident as it is only preliminaries.
However, after the test and the results of
the quality control on the ingredients have
been released, the company posted its
verification on its social media accounts
and official website in order to be
transparent to their consumers.
Screenshots of the results was attached to
their statements to answer the queries and
allegations of the public on the incident.

PAGE PRINCIPLE
APPLICATION
2. Prove it with action

Dakasi Philippines cooperated on the local

health authorities as well as the local officials
in taking action with the incident. They also
agreed to temporarily close the branch.

However, the company promised their

consumers that they are committed to see the
incident until the end. Also, the outlet will
always follow the safety standards as stated
by the spokesperson of Dakasi Philippines.

After the incident, the company should

provide nutrition facts or ingredients placed
on their products or beverages in order to
support their high standard of quality and
safety on their products.

PAGE PRINCIPLE
APPLICATION
3. Listen to the customers

They answer the allegations and listen to their

customers through the utilization of their social
media accounts as mostly of their consumers
are into it. Also, they used their official website
in answering queries and knowing the insights
of the public about their product and their
company as well in relation to the incident
and to their services.

Dakasi should be active on their social media

accounts and be visible in all forms as it helps
them engage more suggestions and queries
among their consumers.

PAGE PRINCIPLE
APPLICATION
4. Manage for tomorrow

Dakasi held their own test in the presence of

media and health office of Iloilo to get rid of
the allegations with regards to the incident.
What the company did was more of
verifications and control on the effect of the
food poisoning to the company.

Furthermore, they keep a promise to the

consumers that they will observe high
standard of quality and safety on their
products. It can be seen on the statements
they posted on their website as well as on the
media.

PAGE PRINCIPLE
APPLICATION
5. Conduct public relations as if the
whole company depends on it

Dakasi Philippines protects the company

against the allegations about the incident
through their transparency on their
statements in media and on their social
media accounts as well as website. They
also increase their supporting measures
through test results and scientific
examinations.

Right after the incident they also make

themselves visible to the media to give
their side of story against the crisis.

PAGE PRINCIPLE
APPLICATION
6. Realize a companys true
character is expressed by its people

Dakasi Philippines upholds its principle of

customer first and service first. With
that they aim to attain 100% satisfaction
among their consumers.

They think that people are the center of

their service. Likewise, the company
creates its variety of beverages on the
basis of the close ties of people among
others.

PAGE PRINCIPLE
APPLICATION
7. Remain calm, patient and
good-humored

Although the branch has been requested to close

and be observed by the local health office of
Iloilo, Dakasi Philippines agreed and cooperated
to the officials.

They also recognize the weight of the incident

which led them to wait for the final results rather
than strengthening their defense on the said
allegations. Likewise, they chose not to say any
comment with regards to the matter until the end
result of the investigation is done.

Meanwhile, they entertain reporters with regards

to transparency about the incident and remain to
be at peace in maintaining their high standard of
service among their consumers