Changes in the reputation of companies in the travel and restaurant industry: Sodexo has risen from the ranks of those with a poor reputation, while Hesburger’s reputation has plummeted

T-Media’s Reputation&Trust survey of the tourism and restaurant industry examined Finns’ views and perceptions of organizations in the sector as well as the industry as a whole. The survey shows that anseende industry’s anseende , which had been on an upward trend for anseende years, has begun to decline. The reputation of the tourism and restaurant industry has fallen to 3.24 (on a scale of one to five), down from 3.33 last year.

anseende comparison of anseende sub-areas shows that perceptions of the economic situation across the entire industry have improved from a weak level to a moderate one. Perceptions of the value for money of products and services have remained virtually unchanged. The largest declines in reputation scores have occurred in the subcategories related to employment practices and corporate responsibility.

Whereas during the COVID-19 pandemic, companies were expected above all to demonstrate the ability to adapt and secure their financial position, the study shows that expectations have now shifted to focus particularly on being a good employer and operating responsibly. “In addition to the labor shortage in the industry, Hesburger’s reputation crisis has also had a major impact on the growing importance of employer image,” commented Elisa Runsas, an information management expert at T-Media.

 

 

Hotels Are Thriving, While Fast-Food Restaurants Are Suffering anseende

anseende industry’s overall anseende , the study examined the reputation of nearly 20 major players in the sector. The company-specific results reveal that many hotel chains, in particular, have succeeded in strengthening their already strong reputations. Sokos Hotels performed the best (3.74). In addition, Sodexo—which had a poor reputation in previous years—rose anseende moderately anseende this year (3.08). With the exception of Sodexo’s positive shift in reputation, the vast majority of players in the restaurant industry experienced significant drops in reputation.

Hesburger’s anseende from a good level (3.61) to a poor level (2.98)—an exceptionally sharp decline—and its effects were felt by other players as well, particularly among fast-food restaurants.

 

 

“All of the industry surveys we conducted this spring show that people’s expectations of companies have risen. At the same time, a company’s reputation no longer rises as high based on performance alone; maintaining that level now requires more action than before. This is also evident in the travel and restaurant industry. Furthermore, anseende on people’s behavior appears to have grown stronger,” says Runsas.

As a result of last year's events, people's willingness to seek employment in the industry has fallen to an exceptionally low level, even though consumer demand remains high.

 

“If you look at the media landscape over the past six months and the reputation crises that have emerged, they have primarily been related to employment practices rather than, for example, the products and services offered. People expect industry players to act in accordance with their values and to do the right thing. If an organization does not reinforce these expectations through its own actions and communications, the media will likely shape the public perception,” says Harri Leinikka, CEO of T-Media.

 

Conducting the Study

The results are based on Reputation&Trust of the tourism and restaurant industry conducted in April 2022, which examined the reputation of organizations in the industry operating in Finland among Finns.

Organizations were evaluated using T-Media’s Reputation&Trust, in which an organization’s reputation score is calculated as the average of eight different categories. The areas are corporate governance, finance, leadership, innovation, interaction, products & services, workplace, and responsibility. The study used a five-point rating scale (1–5).

A total of 2,565 Finns participated in the study. The study’s target group consisted of Finns aged 15–65 nationwide (excluding the Åland Islands). The sample was weighted to be representative of the population by gender, age, and region of residence.

 

For more information:

Elisa Runsas, Information Management Specialist
Phone: 050 468 8849, elisa.runsas@reptrust-staging.fi-p.seravo.com

Mari Isotalo, Research Manager
Tel. 040 564 2269, mari.isotalo@reptrust-staging.fi-p.seravo.com