Most brands panic during an online crisis, especially on social media. Their first instinct is often silence — a mistake that gives rumors more room to grow. In March 2014, Cairo’s popular restaurant Kebdet El Prince proved that quick, transparent action can turn a PR nightmare into a credibility boost.
Rumors Go Viral
On March 23, 2014, major Egyptian news outlets, including Youm7 and Al Masry Al Youm, published reports claiming that the Department of Public Prosecutions had closed Kebdet El Prince for serving spoiled meat, and that its owner had been arrested. The story quickly spread on social media, sparking negative conversations and speculation.
Unexpected Response from a Local Brand
Few expected a local restaurant to manage a social media crisis better than major corporations. Yet Kebdet El Prince took bold steps that even global brands often avoid. Instead of hiding, they engaged directly with their audience and used social media to their advantage.
Key Steps in Kebdet El Prince’s Crisis Management
Social media expert Nehal Hesham summarized the restaurant’s strategy, noting it was “even better than what top brands online do.” Here’s how they handled it:
- Responded quickly to the fake news with clear statements.
- Used trending hashtags to join and shape the conversation.
- Shared loyal customers’ supportive posts and feedback.
- Posted a live photo of Nasr El Prince holding a sign reading “كبدة البرنس خط أحمر” (“Kebdet El Prince is a red line”).
- Published real-time images of diners enjoying meals at the restaurant the very same day the rumors spread.
Turning Negativity into Positivity
These actions not only stopped the spread of misinformation but also rallied customer support. Social media posts showed a surge of public solidarity, with many praising the restaurant’s transparency and defending its reputation.
Lesson for Brands
Kebdet El Prince’s example shows why brands shouldn’t fear addressing false claims head-on. If you have nothing to hide, speak directly to your customers. Be transparent, engage in the conversation, and use your credibility to turn a crisis into an opportunity for trust-building.
