Should A&W apologise for free beef burger that sparked cultural sensitivity debate?

A&W Malaysia found itself in the middle of a cultural sensitivity debate after it handed an Indian customer a free beef burger. 

In a video posted on X, the customer who is Indian and practices Hinduism, ordered six chicken burgers and received an unexpected free beef burger. The customer, who abstains from eating beef as per the religion's practice, had unknowingly consumed the beef burger. 

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The video saw a split in comments coming in with some netizens stating that the staff should have informed the customer about the free beef burger and considered the cultural and religious implications.  Other users have come to A&W defense, highlighting that not all Indians are Hindus who abstain from consuming beef. Despite the varying opinions, there were social media users who voiced that A&W should issue a public apology.

Checks by A+M on Twitter and Facebook revealed that A&W has not released a statement or apology regarding the issue. 

Should A&W issue an apology?

According to PR practitioners A+M spoke to, A&W should issue an apology. Syed Mohammed Idid, general manager, strategic communications and stakeholder engagement of West Coast Expressway, is of the opinion that A&W must quickly address the incident with a public apology and implement proactive measures to prevent similar occurrences.

"This approach prioritises customer well-being and cultural sensitivity, mitigating reputational risk and fostering customer loyalty," said Syed. 

Joey Gan, country lead of PRecious Communications agrees, adding that "A mistake is a mistake, whether it's genuine or not." 

"Keyboard warriors often seize opportunities to disrupt and create social buzz, turning the most trivial missteps into emotional outbursts," she added. 

Brands have to take things in stride, it's just how things are in a social-first environment. 

What makes a good apology?

In conversation with A+M, Syed explained that a customer-centric response is the way to go. This is especially crucial for mitigating reputational risk, he added. 

A customer-centric apology that mitigates reputational risk includes a total of five pointers, according to Syed. This includes prioritising the customer's experience, taking responsibility for its mistakes, outlining concrete steps to prevent similar issues, emphasising respect for diverse dietary practice and cultural beliefs, and providing a statement that is clear, concise and honest. 

"By addressing the incident swiftly and sincerely with a customer-centric approach, A&W can demonstrate its commitment to cultural sensitivity and regain customer trust, ultimately mitigating reputational damage and strengthening its brand image," said Syed. 

In a nutshell the apology needs to be:

1. Customer-centric: Care about the customer's experience and well-being. The brand must demonstrate empathy and understanding.

2. Takes responsibility: Take full responsibility, avoid defensiveness or blame-shifting.

3. Proactive action: Outline concrete steps to prevent similar issues, showing a commitment to improvement.

4. Cultural sensitivity: The message emphasises respect for diverse dietary practices and cultural beliefs, aligning with customer values.

5. Transparent communication: Clear statement which is concise, and honest, to build trust with customers and stakeholders. 

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