By Roger Hancock, CEO of Recall InfoLink
Restaurants have been managing food recalls for years. Chi Chi’s green onions were recalled after making consumers sick. Wendy’s inadvertently served contaminated lettuce that was later recalled. More recently,McDonalds was involved in a widespread recall after onions were found to be contaminated with E. coli. Recalls can happen to any restaurant, at any time.
When a recall occurs, it’s critical to notify customers as quickly, accurately, and comprehensively as possible. While using internal channels like websites, social media, and loyalty databases is a good start, it’s not enough. Engaging the media is an important way to increase recall awareness and ensure public safety.
Many food businesses fear the media during a recall. They may instinctively try to hide the recall or minimize its severity, worrying about negative press and its impact on their brand. However, this mindset is counterproductive. The media can be a huge asset rather than a threat. When companies provide clear, honest information, the media becomes an ally, helping to spread accurate messages and reduce public confusion.
See the Media as an Ally During a Recall
It’s easier for the media to share facts when recalling companies are open, honest, and transparent. When food brands share accurate, real-time information – including what products were impacted, batch or lot numbers, where they were served, the geographies involved, etc. – the media can share these helpful, relevant details with the public.
Conversely, if a company tries to hide or deny a food safety breach, or if they’re dishonest about what happened, the media will look for information wherever they can find it. When information comes from other sources, such as online chatter, social media posts, and word-of-mouth complaints, it has the potential to be inaccurate and sensationalized. This rapid spread of misinformation can complicate the recall and compromise public health – and that’s what can cause negative press coverage, as well as reputational and financial damage for the recalling companies.
Understanding what your company can do to work with the media and control the narrative can make a significant difference in public perception and recall effectiveness.
Before a Recall
Prepare. Get organized before a recall happens so you’re not trying to figure out communications logistics during a stressful crisis situation. Develop a communications plan in advance. Create templates of media materials. Decide who will serve as media spokesperson and prepare them for this role. Build a media list of contacts that will get your press releases. Having this prep work done ahead of time will be invaluable, saving you significant stress during a recall.
During a recall.
Act quickly and accurately. Don’t announce a food recall until you’ve had a chance to gather the facts. In situations where consumer health may be at risk, you’ll want to get information out as quickly and widely as possible. But take a beat to ensure that you have accurate information to share with the media and the public. Distribute correct information, including batch or lot numbers, the source of contamination, and other pertinent details. Explain what people should do if they bought or consumed recalled products.
Don’t hide. Trying to hide information or avoid responsibility will backfire. Without the correct information, the media and public will speculate and spread misinformation. Remember: confusion is the enemy of a well-run recall, so provide clear statements about what happened, with instructions on what happens next.
Rely on tech tools. Modern tech tools provide faster, more accurate recall notifications, which can help minimize risks and contain the damage. Use tech solutions to automate the communication process, expedite the delivery of critical information, and ensure consistent messages. Also, use technology to monitor media coverage and public perception during and after a recall.
Be empathetic. Show concern. Be reassuring, acknowledge the inconvenience, and offer support. Demonstrate that your company cares about public health and that you’re following gold standard food safety protocols. If your messages come across as uncaring or insincere, it can damage your brand reputation and drive customers away. Customers are more likely to stay loyal to a brand that appears honest, authentic, and truly concerned about their well-being.
After a recall.
Show how you’re making things right. Explain what you’ve done, and will do, to ensure food safety. Discuss how you’ll prevent future incidents from happening in the future. Engage with the media and consumers, answering their questions, addressing their concerns, and reiterating your commitment to food safety and public health.
Assess your processes. Meet with your team to discuss key learnings, including what could be improved. Adjust your communications plan and approach accordingly.
It’s possible for your restaurant to fully recover from a food recall with minimal negative press coverage and maintain customer trust and loyalty. The key to success is proactive, honest, compassionate communication, working in partnership with the media. Remember: the way you communicate about the food recall can impact your brand more than the recall itself.
Roger Hancock, CEO of Recall InfoLink is one of the world’s foremost experts on recalls, with experience that spans the retail, tech, data, regulatory, and supply chain.
Recall InfoLink, makes recalls faster, easier, and more accurate across the supply chain to protect consumers and brands. As the only company focused entirely on recalls, Recall InfoLink’s solutions drive immediate action, streamline the recall process, and simplify compliance. Recall InfoLink helps brands become Recall Ready by standardizing data, collaborating with their supply chains, and practicing recall simulations.
