{"id":68079,"date":"2018-04-25T12:32:20","date_gmt":"2018-04-25T10:32:20","guid":{"rendered":"https:\/\/www.brandwatch.com\/fr\/?p=68079"},"modified":"2018-04-25T12:35:30","modified_gmt":"2018-04-25T10:35:30","slug":"kfc-retourne-la-situation-a-son-avantage-en-pleine-penurie-de-poulets","status":"publish","type":"post","link":"https:\/\/www.brandwatch.com\/fr\/blog\/kfc-retourne-la-situation-a-son-avantage-en-pleine-penurie-de-poulets\/","title":{"rendered":"KFC retourne la situation \u00e0 son avantage en pleine p\u00e9nurie de poulets"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Derni\u00e8rement, l\u2019entreprise KFC s\u2019est trouv\u00e9e confront\u00e9e \u00e0 une p\u00e9nurie de poulets au Royaume-Uni, provoquant une vague de m\u00e9contentements et de moqueries sans pr\u00e9c\u00e9dent.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">L\u2019\u00e9quipe de Brandwatch React a rassembl\u00e9 les mentions se rapportant \u00e0 cette situation inattendue pour voir comment les fans de KFC avaient per\u00e7u la \u00ab\u00a0crise\u00a0\u00bb et en quoi leurs r\u00e9ponses l\u2019avaient amoindrie.<\/span><\/p>\n<h2><b>Les premi\u00e8res r\u00e9actions \u00e0 la p\u00e9nurie<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Les premi\u00e8res r\u00e9actions ont \u00e9t\u00e9 observ\u00e9es d\u00e8s le jour de la Saint-Valentin, le 14\u00a0f\u00e9vrier.<\/span><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">In KFC and they&#39;ve ran out of chicken. \ud83d\ude28\ud83d\ude28<\/p>\n<p>&mdash; Justin (@Justin187421) <a href=\"https:\/\/twitter.com\/Justin187421\/status\/963842820313411584?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">February 14, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">Les quelques commentaires d\u00e9sobligeants \u00e9mis le lendemain ont vite \u00e9t\u00e9 remplac\u00e9s par un flot de critiques permanent, et les remontrances et autres mauvaises blagues se sont succ\u00e9d\u00e9 sans r\u00e9pit.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La marque n\u2019a pris conscience du probl\u00e8me que le 21\u00a0f\u00e9vrier, en plein c\u0153ur de la temp\u00eate qui faisait rage sur les m\u00e9dias sociaux. Le community manager de KFC n\u2019est pas pr\u00eat d\u2019oublier cette date.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-116021 size-full\" src=\"https:\/\/www.brandwatch.com\/wp-content\/uploads\/2018\/03\/kfc-day-by-day_Bar-Chart_Bar-Chart.png\" alt=\"A bar chart shows day-by-day mentions of when KFC ran out of chicken. They peak on the 21st of February.\" width=\"2426\" height=\"1303\" \/><\/p>\n<p><span style=\"font-weight: 400;\">L\u2019histoire battait alors son plein sur Reddit, avec 10\u00a0000 upvotes sur un post alarmant qui indiquait que la police demandait aux gens d\u2019arr\u00eater de les appeler pour signaler les poulets disparus.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00c0 ce moment-l\u00e0, les fermetures de restaurants KFC au Royaume-Uni monopolisaient les conversations aux quatre coins du globe.<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"When KFC runs out of chicken in the UK\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/gS9gEu2qya0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">At this point, KFC&rsquo;s UK closures were being discussed around the world.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-116024 size-full\" src=\"https:\/\/www.brandwatch.com\/wp-content\/uploads\/2018\/03\/kfc-world-mentions-2.png\" alt=\"A map of the world shows countries lighting up with mentions of KFC running out of chicken. UK and US are particularly strongly colored.\" width=\"1626\" height=\"806\" \/><\/p>\n<p><span style=\"font-weight: 400;\">[bw_also_like id=&nbsp;&raquo;94514&Prime;]<\/span><\/p>\n<h2><b>KFC r\u00e9pond avec humour<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Les mentions ont chut\u00e9 de fa\u00e7on significative le 22 f\u00e9vrier, indiquant que le battage m\u00e9diatique autour de la p\u00e9nurie de poulets commen\u00e7ait \u00e0 baisser. Mais d\u00e8s le vendredi 23 f\u00e9vrier, elles repartaient \u00e0 la hausse.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pour quelle raison\u00a0? KFC avait fait para\u00eetre une annonce sous forme de boutade dans les journaux en s\u2019excusant des probl\u00e8mes occasionn\u00e9s.<\/span><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">This is how KFC apologized for running out of chicken across the UK. Brilliant work. <a href=\"https:\/\/t.co\/owYjQIVK8I\">pic.twitter.com\/owYjQIVK8I<\/a><\/p>\n<p>&mdash; Bryan Jones (@bdkjones) <a href=\"https:\/\/twitter.com\/bdkjones\/status\/967102118850043906?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">February 23, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">La marque, \u00e0 travers l\u2019annonce cr\u00e9\u00e9e par<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><a href=\"http:\/\/creativity-online.com\/work\/kfc-apology-ad\/53933\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Mother<\/span><\/a><span style=\"font-weight: 400;\">, tournait la situation en d\u00e9rision et fournissait des excuses sinc\u00e8res \u00e0 ses clients tout en expliquant les efforts entrepris pour rem\u00e9dier au probl\u00e8me.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">C\u2019\u00e9tait la premi\u00e8re fois que des mentions positives faisaient une perc\u00e9e au c\u0153ur de la conversation.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-116029 size-full\" src=\"https:\/\/www.brandwatch.com\/wp-content\/uploads\/2018\/03\/KFC-hour-sentiment_Line-Graph.png\" alt=\"Positive and negative mentions of KFC running out of chicken are mapped on a line graph.\" width=\"2426\" height=\"1303\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Comme nous l<\/span><span style=\"font-weight: 400;\">\u2019<\/span><span style=\"font-weight: 400;\">avions d\u00e9j\u00e0 observ\u00e9, une r\u00e9ponse inad\u00e9quate \u00e0 des commentaires n\u00e9gatifs circulant au sujet de votre marque peut se r\u00e9v\u00e9ler terriblement n\u00e9faste.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Apr\u00e8s avoir examin\u00e9 le probl\u00e8me, l\u2019entreprise a reconnu son erreur et pris ses responsabilit\u00e9s en investissant dans une d\u00e9claration en bonne et due forme (et non pas twitt\u00e9e \u00e0 la h\u00e2te), plut\u00f4t que de passer l\u2019affaire sous silence. Et si la publicit\u00e9 autour de l\u2019\u00e9v\u00e9nement s\u2019est un peu \u00e9ternis\u00e9e, au moins l\u2019a-t-elle fait d&rsquo;une mani\u00e8re qui rendait justice \u00e0 la marque.<\/span><\/p>\n<p>Gardez un oeil sur les m\u00e9dia sociaux 24\/24\u00a0 avec <a href=\"https:\/\/www.brandwatch.com\/fr\/demo\/\">Brandwatch Analytics.<\/a> Anticipez toute potentielle crise. Gardez le contr\u00f4le sur votre marque.<\/p>\n<p>[bw_banner_cta type=2 url=&nbsp;&raquo;\/fr\/demo&nbsp;&raquo; button=&nbsp;&raquo;EN SAVOIR PLUS&nbsp;&raquo;]Profitez de notre plateforme de social intelligence pour analyser le contenu de votre marque sur les medias sociaux. Que dit-on sur votre marque et produits en ligne ? [\/bw_banner_cta]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Derni\u00e8rement, l\u2019entreprise KFC s\u2019est trouv\u00e9e confront\u00e9e \u00e0 une p\u00e9nurie de poulets au Royaume-Uni, provoquant une vague de m\u00e9contentements et de moqueries sans pr\u00e9c\u00e9dent. L\u2019\u00e9quipe de Brandwatch React a rassembl\u00e9 les mentions se rapportant \u00e0 cette situation inattendue pour voir comment les fans de KFC avaient per\u00e7u la \u00ab\u00a0crise\u00a0\u00bb et en quoi leurs r\u00e9ponses l\u2019avaient amoindrie. [&hellip;]<\/p>\n","protected":false},"author":267,"featured_media":68080,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false},"categories":[3479,3122,3466],"tags":[],"class_list":["post-68079","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-observation","category-react","blog_streams-online-trends"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/posts\/68079","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/users\/267"}],"replies":[{"embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/comments?post=68079"}],"version-history":[{"count":0,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/posts\/68079\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/media\/68080"}],"wp:attachment":[{"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/media?parent=68079"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/categories?post=68079"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/tags?post=68079"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}