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The case recalls how important the sanitization of commercial spaces is, especially from moments that were presented as a health contingency.
Oxxo is one of the leading retail brands in Mexico, due to estimates of Edge by Ascential.
Coffee consumption has become a key opportunity for the retailboth in convenience stores and in fast food.
The complaint from a consumer is simple and with the image of her coffee Andati which shows a dead cockroach on a napkin, regrets that the chain of stores oxxo sold him the drink with the insect.
When it was carried out study “Insights 2020 – Apps & social media usage in the US, UK, & Nordics”in this it was noticed that the main social networks for consumers to write to brands were Instagram, at 36 percent and Twitter, at 35 percent.
This invariably gives us an idea of how important it is for companies to have a presence on these social networks and know how to manage their content properly, to take advantage of the complaints they receive, not only responding to them, but also taking them as an indicator of opportunities or errors in which have to work
This bad experience, of a plague in Oxxo’s coffee, remained on social networks, where consumers go to bring their bad experiences and settle the incidents that are leading brands to experience tense moments of consumption, as happened with the appearance of a cockroach in a coffee machine in a store starbuckswhich was recorded in TikTokin a video showing how the insect is crushed to remove it in the metal arm that injects steam into the drinks it sells.
After making the story known, the brand did not speak out either when requesting a position or after the incident, but despite this it patented that brands are more involved than ever in social networks and their role can be both positive and negative, since the Brand reach amid the democracy of social media is broad with the consumer.
A very strong Andatti coffee
Itzel Carrasco She is responsible for publicizing the story she lived when she bought an Oxxo coffee and discovered that there was a cockroach in her glass, which she showed.
After your complaint, oxxo responded to her complaint regretting the incident and inviting her to share more details about the unfortunate act, which is proof of how difficult it is to operate a service, as confirmed by the complaint from an Oxxo consumer.
@Tiendas_OXXO what proceeds? I just bought a coffee at your store on 7 oriente corner September 16, in Puebla, Pue and I got a cockroach 🤢 Go for another one? no, thanks. pic.twitter.com/p3lhbxpZ6V
– ITᘔᗴᒪ ᑕᖇ (@itzelcarrasco) November 23, 2022
Merca2.0 requested a position from Oxxo and at the moment it has not received it, however, the quality control work that must be carried out in the chain is clear, since in visits to branches to the west and east of Mexico City, In the first, there was no American coffee served and in the second, the coffee thermos was found without its upper lid, so its contents could easily be violated.
So effective is a bad bet on your image for a brand, that the reputation and the movements it records for bad have a digital impact, which has been measured by studies As the “Lund Digital Marketing Insights Survey”.
The study reveals that 39 percent do so because they are no longer interested in the brand, while 34 percent decided to do so because they felt they received too many offers and promotions.
Now read:
Oxxo confesses with Merca2.0