This case study examines the tragic fire incident at Bailey Road, Dhaka, Bangladesh, on February 29, 2024, which claimed 46 lives and injured 75 others. The fire, originating in the Green Cozy Cottage shopping mall, highlighted significant safety lapses and regulatory failures, including unlicensed operations, lack of emergency exits, and improper gas cylinder management. The study focuses on Khacchi Bhai Restaurant, located on the second floor, which faced reputational challenges despite investigations suggesting the fire began elsewhere. Using theories like Situational Crisis Communication Theory (SCCT), Image Restoration Theory (IRT), and Narrative Theory, the analysis explores the restaurant’s crisis response strategies, including transparent communication, empathy, safety improvements, and rebranding efforts. Khacchi Bhai utilized social media and press releases to deny responsibility, express condolences, and clarify misconceptions about the fire’s origin. Government investigations revealed systemic issues such as inadequate building codes and enforcement, prompting calls for stricter regulations. The study underscores the importance of proactive crisis management, community engagement, and regulatory compliance in mitigating risks and rebuilding trust. It also identifies limitations, such as insufficient pre-crisis preparedness and long-term impact assessments, offering enhanced safety measures and stakeholder collaboration recommendations. This research provides insights into addressing fire hazards and fostering resilience in densely populated urban areas.
Rashid et al. (Tue,) studied this question.
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