The coffee chain store had its first major challenge in 2014 when it was accused by one of its customers of not having a proper halal certification. The social media post became viral and resulted in a full blown crisis for the client. Our team countered the false narratives by first engaging local community leaders. Through our social media analysis, we have discovered that most of the damaging social media posts originated from predominantly Malay neighbourhoods such as Bangi, Melawati, Gombak, Subang and Shah Alam.
The team then swung into action by engaging directly with religious leaders in these areas by having face-to-face meetings to explain the situation and to invite them to see for themselves the actual process of food production. These initiatives significantly reduced the social media outcry and a complete 180 degree turnaround of the crisis situation.