An online coupon promotion – offering up to 50% discounts – was abused by some wily Chinese web users. And when restaurants refused to honour non-genuine coupons, the natives were revolting; arguing with managers, throwing chairs, flipping tables and refusing to leave certain stores.
From a reputation management perspective, Yum has done the right thing. Like most corporates, they have rules of engagement over customer promotions and customer service issues but…the problem with this Internet/Social Media age is that many consumers and stakeholders have no codes of behaviour at all. This inequity needs to be addressed to set a fair playing field for companies and consumers alike.