Crisis Communication Plan

Response to a Food Borne Illness Outbreak

April 1st, 2020

Plan Test Date: June 1st, 2020

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 Table of Contents
Message from CEO………………………………………………………………..3

Acknowledgement…………………………………………………………………4

Purpose and Objectives………………………………………………………….5

External Key Publics……………………………………………………………..6

Internal Key Publics………………………………………………………………7

Crisis Team………………………………………………………………………….8

Media Spokesperson…………………………………………………………….8

Experts………………………………………………………………………………..9

Emergency Personnel……………………………………………………………9

Crisis Control Room……………………………………………………………..10

Key Messages………………………………………………………………………11

Dissemination of Key Messages…………………………………………….12

Pre-Information…………………………………………………….…………….13

Evaluation Techniques………………………………………………………...14

Closing Statement……………………………………………………………….15

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 A Message from our CEO
Larry’s Giant Subs is the only sub chain out there that focuses on serving healthy
and nutritional products. Our Roast Beef is ALL NATURAL, Black Angus USDA choice
with no injections. We use Raikes Farms Antibiotic-Free Turkey Breast and Grilled
Chicken Breast, which is: Antibiotic Free, Hormone Free and Sustainably Farmed.

Our award-winning bread comes straight from Costanzo’s bakery, right in the
heart of Buffalo, New York. We use Bumble Bee Albacore Tuna and our chicken salad is
made by Sally Sherman using all white mean chicken and Hellman’s Real Mayonnaise.
We are proud to give our customers what no one else out there can, premium products
at everyday affordable prices.

Larry’s Giant Subs has happy customers, happy employees and happy
franchisees- we are a family!

Despite our commitment to sustainability, we must prepare for unfortunate

situations that could occur. Specifically, food borne illnesses from our products. We
have seen this happen to other companies, and we want to be prepared for this potential
crisis situation.

In the event of a food borne illness, the public perception of our company could
become negative and sales could drop dramatically. We must have a plan in action in
case an unfortunate situation like this happens.

This crisis communication plan provides detailed directions for Larry’s Giant
Subs restaurants if we are faced with a food borne illness situation. If this situation were
to occur, it is important that the Larry’s Giant Subs family comes together to preserve
our reputation.

We ask that each franchise owner and employees become familiar with the crisis
communication plan and fully understands how to take action in a crisis situation.
Thank you for being a part of the Larry’s Giant Subs family.

Larry Raikes, CEO

Mitch Raikes, Vice President

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 Acknowledgement
By signing this statement, I verify that I have read this plan and am prepared to
put it into effect.

CEO __________________________ __________

Signature Date

Vice President __________________________ __________

Signature Date

Office Manager __________________________ __________

Signature Date

Vice President __________________________ __________

Signature Date

Director __________________________ __________

Signature Date

Franchise Owner __________________________ __________

Signature Date

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 Purpose & Objectives

Purpose Statement

In case of a food borne illness outbreak, Larry’s Giant Subs owners must react
immediately with an open and honest transfer of information to the public. It is crucial
to our company’s reputation and people’s safety to alarm our consumers, and the
media as fast as possible. We must notify employees the steps they must take to deal
with customer concerns and how to ensure the products of the cause are taken from
the store immediately. If we work together as a family, we can get this crisis taken care
of appropriately.

Objectives of the Plan

1. Initiate the crisis communication plan immediately.

2. Notify all franchise owners and all stores.
3. Notify distribution facilities.
4. Ensure that media is contacted by CEO and Vice President only.
5. Address all questions to the public immediately.
6. Provide customers with a contact source.
7. Maintain composure throughout the entire process.
8. Ensure customers we care about their safety.
9. Evaluate the crisis communication plan and improve areas in need within one
week.
10. Return to normal business and ensure customers that the problem was solved.

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 External Key Publics
One of the primary purposes of this plan is to maintain clear and open
communications with external publics. Our customers are the sole reason why we
remain in business and their opinion matters. We want to be completely honest with the
issue and resolve it professionally.

Customers

We strive to have happy customers with confidence in our stores. We must keep them
informed on our plan to eliminate the outbreak and confirm that the outbreak is under
control. We will inform customers with signs in the stores, and informed employees on
the situation. Each employee will be given proper statements to say to customers who
ask.

Media Contacts

News4Jax (904)-393-9844 newstips@news4jax.com

Gainesville Sun (352)-378-1411 news@gvillesun.com

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 Internal Key Publics
It is extremely important that all franchise owners are informed on the situation
and know how to inform their customers and employees.

Franchise Owners/Stores

Jacksonville Restaurant #100 (904)-425-4060

Jacksonville Restaurant #69 (904)-739-2498

Daytona Beach (386)-257-2200

Fernandina (904)-844-2225

Gainesville (352)-271-7963

Green Cove Springs (904)-284-7789

Orange Park (904)-272-3553

Ormond Beach (386)-673-6302

Palatka (386)-530-2001

Bonaire (478)-988-0067

Savannah (912)-692-0807

Vidalia (912)537-9922

Summerville (843)-832-5933

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 Crisis Team
Representatives of the crisis team:

CEO and Vice President

It is vital for the company and franchises to have the owners on the forefront of the
problem to ensure that every part of the Larry’s Giant Subs team is taking the same
actions and receiving the same information.

Deanna Raikes – Director of Human Resources

Jennifer Lawrence – Office Manager

Media Spokesperson

In the event of a food borne illness outbreak, the media spokesperson will be the
CEO himself, Larry Raikes. This individual knows the ins and outs of Larry’s Giant Subs
and all the franchise owners personally. He is comfortable speaking to media outlets, the
public, and customers about any situation good and bad. Larry will be the best for the
job and will be the most knowledgeable about the situation and issue at hand.

CONTACT: Larry Raikes

1-800-358-6870
4479 Deerwood Lake PKWY Jacksonville, FL 32216
Interview tips:

Always be clear and honest.

Answer questions in a transparent manner.
If the question cannot be answered, be honest and say you will get back with them.
Reassure the public that the situation is being handled appropriately.
Do not discuss financial matters.

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 Experts
Deanna Raikes
Director of Human Resources
DeannaRaikes@larryssubs.com
(386)-447-4583

For expertise on how to inform employees on the issue and how to handle
customer concerns.

Jennifer Lawrence
Office Manager
JenniferLawrence@larryssubs.com
(386)-375-8329

For franchise owners help with financial disturbances during the crisis.

Emergency Personnel
Food and Drug Administration
(301)-796-8240
10903 New Hampshire Avenue Silver Spring, MD 20993

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 Crisis Control Room
Equipment and Supplies

Phones

Tables

Chairs

Computers

Printers

Fax Machine

High Speed Internet

Extension cords

Bulletin Board

Dry Erase Board

Room Set-up – The room at the headquarters in Jacksonville, Florida will be set up
with a table for the CEO and Vice President to face the franchise owners and office
managers.

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 Key Messages
In the event of a food borne illness outbreak from Larry’s Giant Subs products, we must
respond immediately with reassurance to the public and franchise owners. Our mission
is to restore confidence in our company as a whole. We will do so by claiming that we
are a “family.”

Statement:

Larry’s Giant Subs key mission is to make happy customers, happy employees, and
happy franchisees. Our company takes pride in being open and transparent about any
situation that may come about. We care about our customers and their safety and are
doing everything in our power to ensure that.

Key messages:

We are a Larry’s Giant Subs family.

Larry’s Giant Subs and devoted to ensuring the safety and happiness of our customers
and employees.

We are sorry for the inconvenience and we are working hard to resolve the issue.

Our primary concern is the individuals affected by the outbreak.

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 Dissemination of Key Messages
TV Commercials

We will run a TV commercial that will focus on our commitment to high quality food
and the safety of our customers. They will be similar to our original commercials with a
comment about the outbreak.

News

We will use several forms of communication in the specific areas of Florida and Georgia
where Larry’s Giant Subs locations are. We will reach out to local news channels to
promote our business and the way we have handled the outbreak.

Social Media

We will make a statement on our website to acknowledge that the outbreak is handled
and ensure customers that our products are safe. We will also post on Facebook,
Instagram, and Twitter. All franchise owners will be asked to do the same on their
individual media pages.

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 Pre-Information
The following documents should be on hand for each franchise owner in the event of a
food borne illness outbreak. These documents will aid the crisis and outline any specific
procedures we have in place in case of an outbreak.

Larry’s Giant Subs Mission Statement

-Overview of company and specifically addresses sustainability.

Larry’s Giant Subs Products

-List of each product and where the product comes from.

Larry’s Giant Subs Product Protocol

-Specifically describes how to get rid of any contaminated products.

Larry’s Giant Subs Commitment to Food Safety CEO Letter

-Letter from Larry Raikes.

Larry’s Giant Subs Contact List

-Contacts of all franchise owners.

Sample Press Release:

Contact Name: ______

Contact Phone Number: ________

FOR IMMEDIATE RELEASE

The Larry’s Giant Subs company is committed to providing sustainable products

throughout our stores. We have recently discovered a food borne illness from our
product _______. This product has been taken from each of our stores and distribution
factories.

Although there have been no serious health concerns brought to our attention at
this time, the utmost precaution is being taken. All stores and customers have been
notified and the issue is no resolved.

If you have any questions or concerns, please feel free to call any of our locations
or contact us on our Larry’s Giant Subs website.

Larry’s Giant Subs is committed to our customers and their safety. Thank you for
understanding this unforeseen event. We are extremely apologetic to any persons
affected by this situation.

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 Evaluation
Within 30 days of the food borne illness outbreak resolved, an evaluation of the Crisis
Communication Plan will be conducted. This evaluation will be completed by each
franchise owner, the CEO, the Vice President, and employees.

Franchise Owners – Will be asked how they felt during the process. Were they
worried about their store? Did they receive information in a timely manner?

Employees – Did they feel comfortable during the crisis? Were they informed well on
how to respond to customer questions? Did they feel as if their job was secure?

The CEO – Did you have a good team in place to help you get the task done? Did you
feel confident in your employees?

The Vice President – Did the CEO effectively collaborate with your ideas? Was
information handed to you efficiently from franchise owners?

Upon completion of the evaluations from each participant, we will analyze the
information and make changes to the crisis communication plan if need be. This could
include better ways to ensure employee confidence and better communication with
franchise owners.

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 Closing Statement
Larry’s Giant Subs is devoted to have happy customers, happy employees, and
happy franchisees. We have always focused on serving healthy and nutritional products.
Responding quickly to a crisis with an effective response plan is critical to maintaining
happy and healthy customers and employees. It is our responsibility to handle food
borne illness outbreaks immediately and take the proper precautions to avoid this from
happening. As a family, we can make sure that the impact on the company from a crisis
like this is minimized. Thank you for taking the time to read and evaluate this plan in
case of a crisis like this.

Larry Raikes, CEO

Mitch Raikes, Vice President

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