How do you determine the financial impact of a foodborne illness outbreak?

The number of foodborne illness cases in recent years has been on the rise, frequently caused by preventable mistakes. In addition to having significant consequences to brand perception, these incidents have quantifiable impact on brand value.

How would a food safety incident impact your brand's value?

We’ve read the news about food safety incidents and understand their causes, but what is the financial impact resulting from disregard of food safety guidelines? To find this out, we partnered with world-renowned Brand Finance, the premier brand valuation consultancy.

Join us on July 24, 2018 with Brand Finance in our Quantifying Brand Risk from a Food Safety Incident webinar as we cover the financial impact of a foodborne illness outbreak, and the losses associated with two major food safety incidents:

• Chipotle in 2015
• Jack in the Box in 1993

In addition, we’ll review a case-study for Darden, the world’s largest full-service restaurant group, to forecast the financial cost of a foodborne illness outbreak.

In this webinar we’ll cover the effect of a food safety incident on brand value and its relation to brand strength, both leading indicators of financial performance. These measures help us to understand the different factors at play when an incident occurs.

Brand Value

Brand value is determined by marketing and stakeholder investment, and is a more tangible measure of value. This amount is determined by the uplift in shareholder value that the business derives from owning the brand, rather than operating a generic brand. In addition, the value of the brand’s trademark and associated marketing IP that the company has generated is rolled up into brand value, providing a comprehensive view into the value of any particular brand.

Brand Strength

Brand strength is the performance of intangible measures relative to competitors, which can be broken down into 3 main categories:

• Marketing investment: brand loyalty and market share
• Stakeholder equity: perceptions of the brand among different stakeholders, including customers
• Business performance: quantitative market and financial measures

By analyzing the impact of brand value and brand strength on financial performance, Brand Finance is able to quantify the impact of a food safety incident.

Register now to find out how to determine the financial impact of a foodborne illness outbreak.