Social Media Notes: How Not To Tell Your Story

A few days ago Burger King posted this picture on it’s LinkedIn corporate page (40,628 followers as of this posting) here in an effort to highlight it’s “…Global Leadership Development Program 2014 class with CEO Daniel Schwartz and Executive Heitor Goncalves, during global on-boarding!”

It struck me as extremely bad on several levels.

In the digital age in which we live, how does a company as big as BK take such a lousy picture? Bad lighting, bad focus, etc.. The subject is in the background, not the foreground.

And what’s in the foreground? Four large messy tables!

Is this how a large, ‘successful’ fast-food chain tells it’s story? From two executives including the CEO of all people?!

How in the world do you not think that this is a metaphor for how they are training their managers to treat their dining rooms?

And don’t get me started on the word “Accountable” on the back wall.

This was a chance for a powerful message to be created around several issues that would have made a much more impactful statement about BK and their company’s efforts to train the next generation of managers. But…we got this instead.


Jeffrey Summers - Founder/Principal, Summers Hospitality Group
Jeffrey Summers - Founder/Principal, Summers Hospitality Group
Jeffrey has spent over 3 decades in various Marketing, Operations and Business Development roles in corporate and franchise chains as well as independent concepts. He is widely recognized by his peers as one of the world's leading voices in the Foodservice/Hospitality industries. As an expert in restaurant & hotel businesses, Jeffrey now devotes most of his time to helping owners/operators and their organizations both identify and achieve their business objectives. Jeffrey's clients include: fast food, QSR's, casual full-service, fine-dining, private clubs and banquet facilities, hotel/foodservice, resorts, sports facilities, corporate dining. catering businesses and retail concepts.About Jeffrey.  How We Help You Build A Better Business
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