Every brand crisis has the potential to either break or build a brand and Crusteez Donuts chose the sweeter path. Crusteez Donuts, Islamabad’s most loved donut spot is not only a donut shop, but it is the best place for people to satisfy their sweet tooth without having to spend a hefty amount of money. This brand takes the crown when it comes to an assortment of flavors and at incredibly affordable prices. No one can pass Crusteez without getting captivated with its marvelous treats, whether they are a plain glazed fan or a person who enjoys filled donuts.

But currently, a viral video involving a misbehaving employee has been circulating all over the internet and has brought the brand to the light in an unusual way. The viral clip included a cashier refusing service to the Chief Justice of Pakistan ‘Qazi Faez Isa’. This situation could have blown up into a major public relations disaster. But Crusteez used it to showcase their values on how the right approach in crisis management can make the situation sweeter. Some people sympathized with the cashier, while others criticized the behavior as unprofessional. Instead of sweeping the dust under the rug, Crusteez took immediate measures and posted a public statement on all of their social media platforms. The statement highlighted that the companies’ values have nothing to do with the behavior that the employee showcased. Their response was just on point, admitting their fault without participating in any politics.

To top it off, Crusteez came up with a heartwarming video message of them comparing the customers to donuts, claiming that every one of them is important and different. This was not merely some commercial promotion; it was an attempt to regain people’s confidence. To ensure that their message was understood, Crusteez used positive language and humor to assure customers of all kinds and backgrounds that they were welcome. This approach not only served them right in tackling the problem but also aided in improving their image since people would feel appreciated. On the contrary, the sales at Crusteez increased after the occurrence of the event. In one way or another the brand benefited from the situation.

However, the real message for marketers here is that although visibility is important, personal opinion and biases shouldn’t enter the customer service environment. While the employee’s ability to refuse serving based on personal views served him well, it had a negative impact on the brand, but the later inclusive and strong message restored the brand.

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Well, what can marketers and brands learn from this situation? Firstly, customer service is the key to everything. Each and every individual has a right to their own opinion, but those opinions should never interfere with the customer experience. As Crusteez pointed out, when something does not work, one needs to accept a mistake, deal with it directly, and be transparent about it to the people. A calm and clear message can not only defuse a situation but can also transform a crisis into a positive by reminding one’s audience of one’s brand values.

Despite what could have been a PR nightmare, Crusteez Donuts was able to take a negative situation and promote a positive message of unity and diversity while continuing to be the go-to donut shop in Islamabad. Their attitude is supplemented by the fact that even the toughest crisis can be sweetened appropriately.