With the speed at which information spreads on the internet, brand reputations are increasingly vulnerable and volatile. Being prepared for a potential brand crisis on social media is essential to maintaining a positive company image. This is what led Grupo Trigo to seek out Buzzmonitor.
Grupo Trigo is a holding company that manages nearly 600 restaurants in Brazil, including franchises like Spoleto, China In Box, Gendai, and Joni. With a strong presence on social media, the company handles 20,000 monthly interactions across 23 official channels. All these interactions are collected and monitored through Buzzmonitor, the multi-channel monitoring and support platform that helps Grupo Trigo track what’s being said about their brands, anticipate crises, and respond quickly to any issues.
Let’s see how Buzzmonitor assisted Grupo Trigo in their strategy:
Challenge: Anticipating Brand Crises
To manage this high volume of interactions and solve issues before they escalate into crises, Grupo Trigo implemented a monitoring structure with Buzzmonitor. Through dashboards, the company tracks brand mentions in real time, organizing and interpreting data strategically.
These dashboards are divided into two main categories. The first aims to anticipate business-relevant topics and foresee critical issues before they turn into crises or major inconveniences for the company.
The second category focuses on quickly monitoring sensitive topics, ensuring the company is always ready to act effectively. These dashboards allow the team to track topic evolution in real time, identify the social networks where discussions are most active, and assess the severity of the situation.
The Customer Experience (CX) team is responsible for managing comments and addressing customer requests. Additionally, the group has a data intelligence team that strategically analyzes these interactions. They produce reports and action plans that are shared with various divisions of the group, ensuring everyone is aligned.
Case 1: Spoleto’s Bolognese Sauce
One successful example of Grupo Trigo’s monitoring process was handling complaints about Spoleto’s Bolognese sauce. In just 15 days, 15 customers reported that the sauce seemed to lack meat. Although the number of comments was relatively small, this feedback pattern triggered an internal alert. Consequently, Grupo Trigo decided to create a dedicated dashboard to monitor the situation and prevent a potential crisis from escalating.
The team conducted a detailed analysis, which included factory visits and tests throughout the sauce’s production and distribution chain. It was found that ground beef was present in the recipe but was added in small chunks that dissolved during the process, giving the impression that the sauce contained no meat. To resolve the issue, the team increased the size of the meat chunks, ensuring they were visible in the final dish.
Thus, the monitoring carried out by Grupo Trigo with Buzzmonitor not only helped the brand anticipate a potential image crisis but also improved the final product and increased customer satisfaction.
Case 2: Menu Change at China In Box
Another success story of how the group used problem anticipation was during a change to the Yakisoba sauce, a traditional dish from China In Box. Since any modification to such an iconic product could lead to dissatisfaction or even loss of customers, Grupo Trigo conducted qualitative and quantitative research to gauge the acceptance of the change.
When the rollout of the new sauce began in some branches, a dashboard was created to monitor all mentions of the sauce in these specific units. This way, the team could closely follow customer feedback and share information with the teams involved in the change, ensuring everyone was aligned and ready to react quickly to any signs of dissatisfaction.
Fast Tracking of Critical Issues
With this structured approach to monitoring and response, Buzzmonitor has helped Grupo Trigo manage crises quickly and effectively, and most importantly, anticipate and prevent potential issues, maintaining brand integrity.
Buzzmonitor offers a range of essential tools for crisis management, including volumetric reports by channel, audience migration monitoring based on topics, identification of peak discussion times, automatic tagging and sentiment analysis, and listings of the most mentioned keywords and relevant influencers within the context of the crisis, among many other features.
Is Your Brand Ready to Face Social Media Crises?
With Buzzmonitor, you can identify and address sensitive situations before they become serious problems for your brand. Schedule a chat with our specialists and discover how we can help you protect your brand.
