Safeway had a nightmare of a week, and based on the social media firestorm, recent criticism of the supermarket chain will not stop anytime soon. The problem started a month ago when a butcher at the Del Rey Oaks Safeway in the Monterey Peninsula was suspended without pay for defending a pregnant woman who was beaten by her boyfriend in the store. Then, at last week’s annual shareholder meeting, the company’s general counsel decided an obnoxious joke, which some women could find offensive, was a hilarious way to start the day.
When your stock price has been on a downward trend the past five years, your competitors from Walmart to Whole Foods to Amazon are only becoming more fierce, and your customers are quick to assail your company over everything from customer service to ethics, you would think a company’s executives would listen and try to respond accordingly. Instead, Safeway is issuing the same tired public relations babble: and customers are having none of it. Stakeholder engagement has become stakeholder enragement.
Safeway’s PR headache started on April 21 when Ryan Young, a meat clerk, confronted Quyen Van Tran, who was kicking and beating his pregnant girlfriend. When Tran refused to stop his rampage, Young struck him. The local police chief sent a letter to the store manager that commended him for his actions. A customer who witnessed the scene said Young acted accordingly. Another manager at the store supported Young and said everything would be fine. But the following day, Young was suspended without pay. As his suspension enters its second month, the local union has said they have expedited the review. Meanwhile Young’s wife is five months pregnant and the suspension has put them under financial stress. Safeway has since issued this statement:
"There are two sides to every story, and we would ask that judgment be reserved. We will be relying on the video and other relevant evidence as well as statements of eyewitnesses and other information to make a final decision."
I'd have a great day if you gave Ryan his job and full pay + bonus for defending a pregnant woman. AND an even better day if you put your executives on unpaid leave for insulting women.
So while one employee who took a noble course of action waits in limbo without pay, an executive has a public relations professional release a halfhearted apology and still scores a paycheck. A company has taken a month to resolve a situation that has a police report and videotape clearly outlying the incident. And that same C-level executive wanted to score some cheap humor instead of explaining to shareholders why the company’s stock is a crummy buy. Integrity and ethical behavior are critical pillars of corporate governance, but right now Safeway’s management is a laughingstock, even though a lot of angry customers and stockholders find nothing amusing in this grocery chain’s rather sad week.
Photo courtesy Wikipedia.
Leon Kaye, Executive Editor, has written for Triple Pundit since 2010. He is also the Director of Social Media and Engagement for 3BL Media, and the Editor in Chief of CR Magazine. His previous work can be found at The Guardian, Sustainable Brands and CleanTechnica. Kaye is based in Fresno, CA, from where he happily explores California’s stellar Central Coast and the national parks in the Sierra Nevadas.