By Roger Hancock, CEO of Recall InfoLink
As recalls continue to occur with alarming frequency, your restaurant must be prepared to communicate properly, calmly, and transparently if you’re ever involved in a recall situation. As part of your communication efforts, you’ll need to reassure a variety of groups that may include consumers, employees, supply chain partners, regulators, and other audiences by communicating openly and honestly with messaging that speaks clearly to each audience. Be prepared to explain what happened, outline how your company is solving the problem, and reiterate your concern for food safety and public health. Through it all, you must convey trust, concern, and confidence, driving action that protects consumer safety and preserves your brand reputation.
Could your company communicate successfully during a recall while maintaining the trust you’ve built in your brand? Here are 10 ways to accomplish this:
- Plan ahead. Since a recall consumes significant time and resources, don’t start thinking about your communications strategy during a recall. Instead, develop – and practice – your communication plan in advance. Having a communications plan in place will guide you through a stressful situation with confidence. Include templates for necessary materials (e.g., press releases, social media posts, internal talking points, etc.). Appoint a specific spokesperson who is trained on the recall communications protocol and messaging to ensure that the company is speaking with one consistent voice. Run mock recall simulations to ensure your team is prepared for an actual recall.
- Act quickly, but accurately. During a recall, it’s critical to communicate quickly, providing recall information to key stakeholders, including customers, employees, trading partners, regulatory agencies, investors, and the media. However, before you communicate anything about the recall, know the facts. While it’s important to get information out quickly, it’s more important to be accurate with the information you share. Be certain that the information you’re providing is correct, complete, and clearly communicated so there’s no confusion or delays.
- Provide action-oriented messages. Communicate three important things: what’s being recalled, why it’s being recalled, and what needs to happen next. Tailor your messages for each audience, providing actionable information that each specific stakeholder needs and cares about. For instance, consumers need to know what to do if they ate the contaminated products at your restaurant. Supply chain partners need the source of the problem, where the affected products are located, how to dispose of the products, and how your company is rectifying the situation. Internally, keep employees informed about what’s happening. Provide pictures of products that highlight critical information (i.e. code dates, lot codes, production facilities, etc.). Reassure stakeholders that your company is doing everything possible to remediate the risks and prevent future food safety breaches. Be transparent, which fosters trust and demonstrates that you’re handling the situation with integrity and professionalism.
- Leverage multiple communication channels. Use multiple communication channels to maximize exposure for your messages. Leverage a combination of your website, social media platforms, news outlets, in-store signs, app notifications, loyalty program emails, etc. This multi-channel approach ensures that you expand your reach, increasing the likelihood that your messages are received, understood, and acted upon. As part of your efforts, distribute a press release or media advisory to local media contacts. Explain what happened, the impact it may have on key stakeholders, and what people should do next. Work closely with your regulatory agency that has jurisdiction over the product in question, following their direction about content of public statements. Include information about when consumers may need medical assistance. Disseminating information to the media shows that your company is acting responsibly to educate audiences about the recall and steps to take (including seeking medical assistance, as necessary).
- Rely on tech tools. Use tech tools to amplify your communications efforts. For instance, using tech tools to automate communications can expedite the delivery of important information and ensure messages are disseminated quickly and consistently. Tech tools can also help your restaurant expand your reach. Some restaurant brands may have sophisticated, updated online loyalty programs, while others rely on in-store paper sign-ups to collect customer data. Using tech tools – like a robust CRM platform, loyalty program app, and other solutions – make communication more streamlined, personal, and effective.
- Be transparent. Transparency is crucial in a recall. Clearly communicate the reasons for the recall, the steps you’re taking to rectify the situation, and any updates that consumers, employees, and others should know. Transparency fosters trust and shows you’re handling the situation with honesty and integrity. Key audiences will appreciate this.
- Collaborate with regulatory agencies. During food recalls, regulatory agencies often have additional communication requirements for food businesses to follow. These may include recall notifications, updates, and the use of specific templates. It’s wise to include this information – plus regulatory contacts and any other procedures to be followed – in your recall communication plan to make this collaboration easier, more efficient, and less stressful. During a recall, you don’t want to be scrambling around looking for contact information, templates, or other regulatory requirements. Being prepared and well-organized will elevate your communication and collaboration with regulatory agencies, and allow you to more easily comply with their data and communications requirements.
- Show concern. During a recall, stakeholders may feel anxious, angry, and even betrayed. Be reassuring, and acknowledge the inconvenience and potential harm the recall may have caused.
- Listen and respond. Encourage consumers, partners, and other audiences to ask questions and voice their concerns. Be responsive to these inquiries, addressing their issues promptly and thoughtfully. Demonstrate that you’re listening and acting on this feedback, which builds trust and reassures key audiences that you’re handling the recall responsibly. Explain the steps your organization is taking to ensure that a similar situation doesn’t happen again. Reiterate your concern for food safety and public health. Don’t get defensive. Remind customers how much you value their business – and their loyalty.
- Improve continuously. After a recall, review your communication strategies. Gather feedback from internal staff on how your team handled recall communication. Identify lessons learned and areas for improvement. Use this information to enhance your processes and be better prepared for any future incidents.
Proper communication is an integral part of any recall, driving the needed action to protect the public from potentially harmful product. Good communication also reassures key audiences that your company is managing the recall properly, mitigating any risks, and working to prevent future safety breaches and subsequent recalls. Reiterate your concern for food safety and public health, and remind customers how much you value their trust and loyalty. Above all else, communicate promptly, calmly, and honestly about what happened.
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.
