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DAKASI FOOD POISONING

A Prelim Output Presented to

Mr. Marco M. Polo

In partial fulfillment of the Requirements in

COME 134 Public Relations Management

By

NIA PAULINE L. TAPAWAN

Abstract

Dakasi is a tea house originated in Taiwan in 1990 and is tremendously known in China
and Southeast Asia. It believes in the principle that customer first and service first which
lead to the recognition of the company in different sectors. The food poisoning case started in
September 26, 2013 as more or less 50 people were rushed to the hospital after they ordered
Dakasi products in Iloilo City and left one (1) man dead as assume that it was because of the
incident. According to the Food and Drug Administration (FDA), 6 out of the 17 ingredients
used by the Dakasi Tea House are said to be positive for E. coli, coliform, salmonella, and molds
and yeast. Dakasi Philippines spokesperson and legal counsel Atty. Margarita Gutierrez said
that they are aware of the preliminary results but choose not to comment and instead assured the
Ilocano that Dakasi Philippines is committed to see the incident until the end. They also agreed
to close the establishment temporarily and cooperated on the local health authorities.

TABLE OF CONTENTS

I.

Abstract

II.

Dakasi Company Background

III.

Dakasi Food Poisoning Case

i. Case Study/ Incident

ii. Public Relations Approach

Page Principles Application

i. Tell the truth

ii. Prove it with action

iii. Listen to the customer

iv. Manage for tomorrow

v. Conduct public relations as if the

whole company depends on it

vi. Realized a companys true character is

expressed by its people

vii. Remain calm, patient and good-humored

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IV.

V.

References

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DAKASI COMPANY BACKGROUND

Dakasi, known for its Taiwanese style and variety of flavored tea, started in Taiwan in
1990. It was followed by the opening of its several branches in China and Southeast Asia. The
Philippine branch was open through the efforts of the brands chief operating officer in the
country, Aldrich Kho, and his partners.
Dakasi Philippines, which aims to develop nationwide chain of gourmet drinks, upholds
the business idea of quality, constant advancement and innovation with a goal to attain 100%
consumer satisfaction and an increase on the economic efficiency of the business. The company
also believes in the principle of customer first and service first which enables them to be
considered as one of the influential brands of tea drink enterprise.

Every innovation and flavor offered by the tea drink enterprise is made through the
notion of making a special drink for a dear friend or a special love-one to try. They also used
undifferentiated and individual marketing strategy that upholds the common ones are greater
than the different ones. They also deliver to shake only upon order as one of its promises to
the consumers.

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DAKASI FOOD POISONING CASE

Case Study/ Incident

The case was a combination of a crisis communication and reputation management type
that deals with the food poisoning happened in Dakasi Iloilo branch. The case took place in
September 26, 2013 as more or less 50 individuals were sent to the hospital after accumulating a
Dakasi product. A 27-year old man was also reported dead as people accused that it is because
on the incident happened.
The food poisoning was said to be caused by the presence of Salmonella and other micro
bacteria on the product which caused fever, diarrhea, vomiting and urinary tract infection to the
consumers. Food and Drug Administration of the Philippines (FDA) conducted a microbial test
on the ingredients used by the Dakasi Tea House, which resulted to six (6) out of 17 ingredients
had taken as positive in E. coli, coliform, salmonella, and molds and yeast.
The incident had led to the temporary close of the branch as the Iloilo Health Office
recommended the revocation of the business permit of Dakasi Tea House, where the incident
occurred.

Public Relations Approach

After the incident, Dakasi Philippines spokesperson and legal counsel Atty. Margarita
Gutierrez requested the public to wait for the final results of the test before coming to a
conclusion. At that time, the results are not yet definite, which the enterprise constantly stated
before giving their statements about the incident.
Atty. Gutierrez also stated that the company is aware of the preliminary results of the
laboratory test. However, they choose not to state any comment but instead give the Ilonggo
consumers an assurance that the company will enable to handle it and take future actions until
the end. As they stated, Dakasi Philippines is committed to see this controversy until the end.
Furthermore, the spokesperson stated that safety and the quality of their products are their
priority as they always follow the safety standards. Dakasi also agreed to close the branch
temporarily and continue to cooperate on the local authorities about the matters.
Meanwhile, the owner of the milk tea shop in Iloilo stated that "We are truly sorry to hear
about these unfortunate incidents. It is premature to make any conclusions at this moment,
however please be assured that we have always put our customers' satisfaction and well-being as
our #1 priority. Right now the Department of Health and the city health office are already
conducting an official investigation. We will be cooperative, and send everyone an update once
we have it".
Dakasi Philippines also posted on their Twitter account the results of the quality control
test on the ingredients:

(The photo showed that the pearls are negative in Maleic Acid, a food additive that when intake
can cause kidney failure.)
Dakasi Philippines also posted their official statement on their website including the
results of the quality control test done on the ingredients taken in their product.

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On their website, www.dakasiphil.com, they stated that:

To all our loyal customers,

We are deeply saddened by the test results released by the Food and Drugs Association
as well as the decision of Iloilo City Mayor Jed Patrick Mabilog to unilaterally revoke the
business permit of our store based on the said results.
While we fully respect the FDA and the decision of the Honorable Mayor, we are in the
process of addressing some pressing concerns with respect to this controversy. We will make the
announcement in due time. Rest assured, however, that in all actions undertaken, we will be
transparent and forthright in all our actions and pronouncements.
Consequently, we would like to bring to the attention of everyone the test results of a
respected and trusted testing company, Qualibet Testing Services Corporation, that conducted
the examination on the said products of our store shortly after this issue came out.
A test performed by SEAFDEC, which were made in the presence of the Iloilo City
Health Office and members of the media, showed that all our products are fit for consumption.
We are attaching a copy of the test results for the perusal of everyone.
(Photo attachments-results of the quality control test)
Despite this controversy, Dakasi remains committed in bringing to our valued and loyal
customers the best-tasting milk tea products in the market through our strict safety and quality
standards.
Lastly we would like to thank you for your continued patronage of our products. We are
as much as interested as you are in seeking the truth in this controversy. We will not stop until
we have attained it. Thank you all for your understanding.
Dakasi Philippines

On the other hand, the relative of the 27-year old man who was reported dead because of
the incident stated on her Facebook account that it was because of the negligence and
carelessness of the health professionals at a private hospital and not primarily because of the
milk tea from Dakasi.

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PAGE PRINCIPLES APPLICATION

1. Tell the truth

Dakasi Philippines at first do not want to state any comment regarding the incident as it is
only preliminaries. However, after the test and the results of the quality control on the
ingredients have been released, the company posted its verification on its social media accounts
and official website in order to be transparent to their consumers.
Screenshots of the results was attached to their statements to answer the queries and
allegations of the public on the incident.

The test was done by Qualibet Testing Services Corporation after the incident came out.
On the other hand, another laboratory test was done through SEAFDEC in the presence of the
Iloilo Health Office and members from the media. Both results and verification showed that all
Dakasi products are fit for consumption.

Dakasi Philippines despite of the verifications should also include testimonials among
their consumers involved in order to support their claims on the incident. Also, it will sustain
answers to the questions of the public with regards to their safety and services.

2. Prove it with action

Dakasi Philippines cooperated on the local health authorities as well as the local officials
in taking action with the incident. They also agreed to temporarily close the branch.
However, the company promised their consumers that they are committed to see the
incident until the end. Also, the outlet will always follow the safety standards as stated by the
spokesperson of Dakasi Philippines.
After the incident, the company should provide nutrition facts or ingredients placed on
their products or beverages in order to support their high standard of quality and safety on their
products.

3. Listen to the customers

They answer the allegations and listen to their customers through the utilization of their
social media accounts as mostly of their consumers are into it. Also, they used their official
website in answering queries and knowing the insights of the public about their product and their
company as well in relation to the incident and to their services.

(Comment box on their website)

Dakasi should be active on their social media accounts and be visible in all forms as it
helps them engage more suggestions and queries among their consumers.

4. Manage for tomorrow

Dakasi held their own test in the presence of media and health office of Iloilo to get rid of
the allegations with regards to the incident. What the company did was more of verifications and
control on the effect of the food poisoning to the company.
Furthermore, they keep a promise to the consumers that they will observe high standard
of quality and safety on their products. It can be seen on the statements they posted on their
website as well as on the media.

5. Conduct public relations as if the whole company depends on it

Dakasi Philippines protects the company against the allegations about the incident
through their transparency on their statements in media and on their social media accounts as
well as website. They also increase their supporting measures through test results and scientific
examinations.
Right after the incident they also make themselves visible to the media to give their side
of story against the crisis.

6. Realize a companys true character is expressed by its people

Dakasi Philippines upholds its principle of customer first and service first. With that
they aim to attain 100% satisfaction among their consumers.
They think that people are the center of their service. Likewise, the company creates its
variety of beverages on the basis of the close ties of people among others.

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7. Remain calm, patient and good-humored
Although the branch has been requested to close and be observed by the local health
office of Iloilo, Dakasi Philippines agreed and cooperated to the officials.
They also recognize the weight of the incident which led them to wait for the final results
rather than strengthening their defense on the said allegations. Likewise, they chose not to say
any comment with regards to the matter until the end result of the investigation is done.
Meanwhile, they entertain reporters with regards to transparency about the incident and
remain to be at peace in maintaining their high standard of service among their consumers.

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REFERENCES:

http://www.iloilometropolitantimes.com/dakasi-awaits-lab-tests/
http://www.thedailyguardian.net/index.php/local-news/34664-salmonella-caused-dakasitea-poisoning
http://www.abs-cbnnews.com/nation/regions/12/07/13/e-coli-found-milk-tea-killed-1downed-9-iloilo
http://www.dakasiphil.com/our-official-statement-regarding-dakasi-iloilo/
http://dakasiterminalrep.blogspot.com/
http://www.gmanetwork.com/news/story/328448/news/regions/milk-tea-shop-in-iloiloshut-down-amid-complaints-of-food-poisoning