Don't screw up your apology

The screwup in question: KFC's free grilled chicken offer, as featured on Oprah.com. As we've seen with franchised food chains in the past, there were stores not honoring the offer. With these stores come angry customers.

KFC's apology can be seen here:

I can't help but think this might have looked good on paper to the execs, but there were a few points that killed it (not in the Gary Vaynerchuk way) for me.

1. The exec was too happy in his delivery, to the point where it seemed he was very disconnected.

2. Too much pitch and not enough apology. Don't spew nonsense like America "clearly" loves the great taste of your product if people couldn't even get their hands on it with your coupon.

3. The remedy did not come until after 30 seconds into the video, which for me screams insincere.

The YouTube rating and comments speak to KFC's fail, which is being capitalized on by one of their competitors. EPL can teach them a few lessons on sincerity and has the stones to call them out on their shenanigans.

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Don't screw up your apology

Allen Hong