Balancing the Media Voice

McDonald's Indonesia faced a PR crisis when it closed its first store at Jakarta's Sarinah shopping centre after 30 years. Large crowds gathered during the store's final day, violating COVID-19 social restrictions. This led to negative media coverage, as McDonald's was seen as promoting public gatherings during the pandemic.

Humble and Thoughtful Response

IRIS Jakarta advised McDonald's Indonesia to adopt a low-profile approach, avoiding public statements in response to negative media coverage. After accepting a government fine, McDonald's rebuilt trust by hosting a surprise lunch for 50 media professionals and ten key opinion leaders. This event emphasized their commitment to health and safety during COVID-19.