Plus: An employee’s LEGO brainchild makes international waves; the question of gas prices.
We’ve been seeing a lot of restaurant CEOs in the news. Most infamously, McDonald’s CEO went mega-viral for taking a little bite of their new Big Arch sandwich. But he’s not the only one.
The New York Times delved into when we see CEOs appear heavily in commercials, media and social media. Usually, when things are going poorly is when you’re likely to see CEOs.
For instance, staying in the realm of food-service CEOs, Burger King’s chief Tom Curtis appeared in and narrated a Super Bowl ad admitting the chain had fallen off, with old restaurants, slow service and mid food. He even gave out his cellphone number (or at least a cellphone number) and spent hours a day culling through real voicemails and talking to customers.
Curtis was reluctant, aware of the potential blowback.
“I said, OK, but I’m not an actor,” Curtis told the NYT. “If you’re going to force me to talk to a camera and if it comes off poorly, if it’s not authentic, if it’s not the right level of humility, then you better not put it out there in social media or on TV.”
While Curtis’ face did not appear much in the commercial, his voice fully narrates the ad. And the ad wound up being a success.
“A lot of Whoppers are getting sold, and I’m walking around with a smile on my face,” he said.
But that isn’t always the case.
Red Lobster’s young, charismatic CEO, Damola Adamolekun, has featured heavily in the seafood chain’s commercials and social media. He’s become a mini-celebrity and earned high praise for his candor.
But that hasn’t necessarily translated into a turnaround for the troubled restaurant’s problems: it’s lost money in four of its last five quarters.
Why it matters: The right CEO can be a powerful tool, especially when it comes to taking accountability during a tumultuous period. They can be shown as cleaning house, turning the ship — pick your metaphor. But there is a risk. If they aren’t super charismatic, as was the case with McDonald’s Chris Kempczinski, the gambit can backfire. If nothing actually changes, they can become a fall guy for criticism. Or if they’re quickly ousted, as often happens during periods of economic downturn, that can leave the general public reeling.
But when deployed properly, they can add a human face to a brand, especially for turnarounds and when accountability is required.
For PR pros, it comes down to accurately gauging the strengths and weaknesses of a CEO and choosing the right moment to deploy the boss. Overuse him or her, and you may devalue their position and make their words less meaningful. But in small, strategic doses, combined with a sound business strategy, it can be the start of a turnaround.
Editor’s Top Reads:
- You don’t necessarily need a CEO to make a big PR splash, though. You’ve probably never heard of ASML, though its technology is vital: They manufacture extreme ultraviolet lithography machines, which are required for making every chip in every piece of technology in existence. Yet they made their way into the pages of the Wall Street Journal not because of this arcane but critical tech, but because one of their employees made a much-coveted LEGO model of the EUV machine. Now, the 1,000-piece models are available for purchase only by company employees, though some have made their way onto eBay for $600 or more. It’s proof that encouraging employees, even in seemingly wacky pursuits, can build a stronger culture and attract positive outside attention to even an arcane and obscure corner of the tech market.
- Energy Secretary Chris Wright sounded the alarm that gas prices in the United States might not drop below $3 until next year, due to ongoing tensions with Iran. His boss, President Donald Trump, was quick to disagree, saying Wright was “totally wrong” and claiming gas prices would drop as soon as the war ends. This incident is notable for two reasons: First, the importance of getting your story straight among internal stakeholders. This is not new, as Trump frequently contradicts his advisors, but it continues to undermine his messaging and add even more confusion to a volatile environment. Second, be prepared for an unpredictable summer, with consumers and businesses cash-strapped by oil and gas prices that may remain stubbornly high. Value will continue to be a major message.
- ChatGPT can now recommend a Starbucks drink based on your mood. Users can address the LLM using @Starbucks and tell them what they’re looking for — whether that’s a sweet treat or even something that matches the weather. ChatGPT will analyze the Starbucks menu and deliver a customized recommendation. Customers can even order their drinks at their preferred location directly in ChatGPT. “We’ve enhanced discovery in the Starbucks app with a trending beverage category and a secret menu, harnessing the power of customization that occurs every day in social media and with our baristas,” the announcement read. “And now, in ChatGPT, we are using AI to support something very human: helping you discover a drink you’ll love.” During a period of growing AI backlash by consumers, Starbucks is trying to lean on the idea of AI augmenting humans as much as possible: brightening their mood, finding the right drink, even discovering the popular secret menu. Will customers be receptive, or will they prefer to discover with an actual human?
Allison Carter is editorial director of PR Daily and Ragan.com. Follow her on LinkedIn.
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