We knew this day would come. But we didn’t think it would before the first of May. If not even later than that.
We’re talking about a brand mentioning the global coronavirus crisis in, well, not the most sensitive way. The winner: Paris Baguette.
As the company puts it, it is a “global brand that operates more than 82 corporate and franchise bakery-cafés throughout the U.S. The bakery-cafe concept is focused on handmade quality products, meticulous craftsmanship, and reliability.”
Hungry yet? Read this:
Entrepreneur Magazine recently reminded us of how notorious historical events like The Black Death can yield business opportunities. “The Black Death in the 1300s which was followed by the end of the feudal system in Europe, that had changed the face of employment,” the article says.
“Economic recession, following a 100-year war between England and France, radically improved agriculture via new innovations. Also, mentioning more modern-day events like the SARS virus which had catalyzed the meteoric growth of a then-small company called Alibaba. Post-2008 U.S. recession, reporting the largest increase in entrepreneurship of any period in recent U.S. history.” Finally concluding that “more than half of Fortune 500 organizations got their kick-start during previous recessions in a bear market.”
You got the point.
Paris Baguette then jumped on that analysis to encourage the public to become a Paris Baguette franchise owner.
Moreover, some might say that the company is taking advantage of a very sticky situation – the coronavirus – to drive change and honor their business. At least, they didn’t promote it in a banner ad campaign as it was published last week in a press release aimed at their business community.
But still. This may not be the perfect timing to reach out to the public about this kind of thing. Even if it is a good time to invest in a company, how do you communicate that sensitively enough so that no one gets hurt, insulted, or even offended?
“Though the restaurant industry is facing unique challenges, we’re seeing positive steps being taken to support our industry and business owners,” said Gregg Koffler, Vice President of Franchise Sales and Development at Paris Baguette America.
“Specifically, we see a more open and collaborative real estate market right now, which presents the potential for greater selection and better lease terms for our franchisees. In addition, banks are offering business-friendly rates and products to encourage economic growth.”
He concluded that “As a result, we are bullish about the long-term prospects of owning a Paris Baguette franchise and believe the short-term presents positive advantages for potential franchisees to consider.”
So, for all you retailers and brands out there, if you’re taking notes – we’d mark this one as perhaps too pre-mature of a business move. If we try not to be too blunt – trying to capitalize on the pandemic for a profit is not the most empathetic way to go about doing things. Not today. Not Now. Not Ever?