Local fast food brand Dalsa Fried Chicken has seen its brand sentiment plummet following its recent misstep of using the phrase “Type C” in response to customer comments on social media. “Type C” is a derogatory term used to refer to the Chinese community.
Dalsa Fried Chicken has since acknowledged the incident and issued an apology, saying the restaurant welcomes all visitors from all walks of life, regardless of race or religion.
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The company said the mistake was unintentional and to prevent it from happening again, it would not respond to future issues that do not involve other parties.
According to media intelligence firm Karma, 1.7% of online conversations surrounding Dalsa Fried Chicken were positive and 80.1% negative after the racist incident. In fact, by the time he posted this comment on May 6th, her number of mentions of the brand had skyrocketed to 1,200.
Despite the apology, the brand's reputation appears to be tarnished as keywords associated with the brand include “racial” and “dark.”
Netizens were unhappy with Dalsa Fried Chicken's response, with some saying the restaurant was playing the victim and calling for a proper media statement instead of the usual Facebook post.
The Malaysian Chinese Association (MCA) has also reported the alleged use of racist language in social media comments and has asked the police to intervene in the investigation and take action against those involved, according to a statement from the MCA. He reportedly requested that.
“DFC's Facebook editor's comments are racist and provoke racial sensitivities as well as anxiety in the Chinese community,” the statement said.
In Dalsa Fried Chicken's latest response, the brand released an official media statement from its managing director regarding the situation.
Darsa Fried Chicken Managing Director Mohammad Faiz Zudi Bin Azahar apologized again and reiterated that he would be more careful and cautious when dealing with users in the future.
The brand has been grappling with issues of racial slurs, but it has once again come to the fore on social media for multiple misspellings in English on its menu.
Facebook user Joe Najib posted a photo of the brand's menu where the word “coleslaw” is spelled “coleslow,” “sauce” is spelled “sos,” and “potato” is spelled “patato.” Posted.
Najib said brands should proofread their menus before printing and need to be better prepared in terms of product positioning and communication to compete with experienced and recognized brands.
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