Recalls are happening frequently, which means that restaurants (and other food businesses) must be prepared to manage a food recall properly and professionally. While significant effort goes into handling recall logistics, understand the importance of communicating properly with key audiences about the situation. Best practice recall communications means providing clear, action-oriented messages tailored to each specific audience, delivered promptly through various delivery channels.
If your restaurant is involved in a food recall, quickly (and calmly) inform key audiences about the recall, explaining what happened and what to do next. Reassure them that your company is doing everything possible to remediate the risks and prevent future food safety breaches. Reiterate that your organization prioritizes food safety and public health.
As food safety breaches—and recalls—continue to occur regularly, prepare a communications plan in advance so you’ll be ready if your business is ever impacted. Since a recall consumes significant time and resources, don’t start thinking about your communications strategy in the middle of a recall situation.
Implement the following communications best practices:
Be prompt and transparent. If your organization is involved in a recall, inform key audiences immediately. Clearly communicate what happened, how it happened, and what you’re doing to resolve the situation. Provide updates as they’re available. If consumers and other key stakeholders think you weren’t forthcoming with information, it may compromise their trust in your company. However, being transparent fosters trust and demonstrates that you’re handling the situation with integrity and professionalism. Having a communication plan in place will guide you through a stressful situation with confidence.
Understand your audiences. You’ll need to reach numerous, distinct audiences—including the media, consumers, employees, supply chain partners, and regulatory agencies—communicating specific messages to each. These stakeholders must be informed about the recall, necessary action items, and updates, as they become available.
Use actionable messaging that’s customized for each audience. Ensure all messaging is action-oriented, informing key audiences about proper next steps. Customize messages for different audiences. For instance, explain to customers how to get rid of contaminated products, what to do if they’ve consumed the tainted foods, etc. Tell trading partners exactly what happened, which batches of products were contaminated, where the products traveled, and how to dispose of contaminated products. And regulatory agencies will expect logistical updates. In your messaging to all audiences, address what your company is doing to prevent future food safety breaches and reiterate your commitment to food safety.
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., as well as emailing, calling, and texting your customer and partner databases. This multi-channel approach ensures that you cast a wide net, increasing the likelihood that your messages are received, understood, and acted upon.
Notify the media. 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 can do to reduce their risk. Disseminating information to the media shows that your company is acting quickly and responsibly to educate various audiences about the recall.
Rely on tech tools. Use tech tools to extend your communication outreach. Automating certain aspects of the communication process can expedite the delivery of important information and ensure consistency across all channels. Real-time reporting tools can help monitor the reach and effectiveness of communications efforts, and help maintain documentation required for regulatory compliance. A good tech tool can streamline communication efforts, reduce response times, and help your organization maintain a high level of service during a recall.
Show concern. Be reassuring, acknowledge the inconvenience, and offer support. Understand that people may have eaten the product, or have it in their homes, restaurants, or stores. Consumers and other key audiences want to know that your company cares about their health and well-being, and is doing everything possible to minimize the damage.
Listen and respond. Encourage key stakeholders 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. Regularly monitor feedback and show your commitment to resolving any concerns.
Improve continuously. After a recall, review your communication strategies. Gather feedback from key audiences—including internal staff—on how your company handled the recall and identify areas for improvement. Use this information to enhance your processes and be better prepared for any future incidents. Gathering these insights can help improve future communication efforts, ensuring that you are well-equipped to handle any situation that arises.
Proper communication is essential to reassure key audiences that your company is in control of the recall, handling the situation properly, mitigating any risks, and preventing any future outbreaks from occurring. Additionally, reassure all stakeholders that public health and food safety remain your top priorities.
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.
