Online Public Relations Thoughts

Little can ding a fast-food franchiser's reputation more quickly than an instore machine that doesn't work.  This is the pickle McDonald's finds itself in with its soft-serve ice cream appliance.  It has gotten so bad the Federal Trade Commission is investigating the device and the company's response to it.  It turns out McDonald's is fully aware of frequent breakdowns and had joked about it.  The manufacturer has defended its machine and laid the blame on store owners.  It says they don't know how to maintain it properly.  Store owners have complained that out-of-order events are harming McDonald's reputation.  McDonald's executives are on notice now.  They had better fix it -- and soon.