Rats! Bad news dispersed by the Internet requires better efforts at damage control

Rats! Bad news dispersed by the Internet requires better efforts at damage control

Restaurant marketers have something new to worry about if they have to deal with a crisis, as Yum! Brands Inc. learned recently from a rat infestation at a franchised KFC-Taco Bell restaurant in New York City.

The Internet—a vital tool in giving restaurants a good image—had assumed the opposing role of helping to publicize a crisis that might have caused less brand damage only 10 or 20 years ago.

In nationwide TV news broadcasts, countless people watched a dozen or so rats scurry

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