Smithfield's

Brand, We Have a Problem

Ask any quick-serve operator who’s been through a crisis. He will be able to tell you the exact date, time, and day of the week the fate of his concept came under attack. Whether it’s a food scare, a rodent infestation, a food-borne illness, or a product recall that threatens a brand’s reputation, its every detail—along with a feeling of peril—is emblazoned into his memory.

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