crisis communication plan

I was beyond excited to work for Foodmaker, the corporate arm of Jack in the Box, early on in my marketing career. We had just launched a new product called the Monster Burger and I got the opportunity to work on a nationwide brand refresh initiative that was a dream project for me. And then E. coli hit. The outbreak involved 73 Jack in the Box restaurants across the west and was the most infamous food poisoning outbreak in history—killing four children, the majority under 10 years old, infecting 732 people across four states, permanently injuring 178, including kidney and brain damage, and almost bankrupting Jack in the Box.