Best Practice Tips for Restaurants to Improve Recall Communications

If your restaurant was involved in a food recall, would you know how to properly communicate about the incident to key stakeholders – including media, customers, employees, supply chain partners, and regulatory agencies? Would you know how to develop action-oriented messages customized to each audience, explaining how to get rid of contaminated products, what to do if they consumed tainted foods, and how to determine if they have foods that were part of the recall? In a recall, proper communication can save lives – and can also reduce the negative impact on a company’s reputation.

Some food businesses excel at the logistics of a recall – handling these tactics flawlessly – but then completely fumble the communications aspect of the incident. Don’t let that happen to you.

As recalls continue to happen frequently, restaurants (and other food businesses) must be prepared to manage all aspects of these events – which includes proper communications efforts. That means providing clear, action-oriented messages, delivered through proper delivery channels.

To accomplish this:

• Prepare in advance. Stressful situations frequently trigger uncertainty. Therefore, it’s helpful to create a communications plan in advance to serve as a roadmap. While the details will vary, depending on the situation, outline the general plan and steps to take. Decide in advance who the spokesperson will be, which media contacts will get your press release, etc. Having this prep work done ahead of time will be invaluable during a recall.
• Determine what happened. Before you can publicly communicate about the recall, accurately identify the problem and develop an action plan. Work with regulatory agencies to detect the source of the problem and determine which product batch(es) were impacted. While it’s important to get information out quickly, it’s more important to be accurate with the information you disseminate. For instance, don’t release erroneous batch numbers or misidentify the contamination source, as that misinformation could delay the removal of unsafe products from the marketplace.
• Be transparent. When it comes to recalls, clarity is essential. A poorly handled recall could (permanently) damage an organization’s reputation, so it’s critical to provide clear statements about what happened and what to do. If your restaurant is involved in a food recall, promptly informing key audiences about what happened and what you’re doing to resolve the situation will calm nerves and retain trust. Stakeholders will appreciate your efforts – and your honesty.
• Deliver customized, actionable messaging. Use action-oriented messaging that’s customized for different audiences, informing them about proper next steps. For instance, tell customers how to get rid of contaminated products, what to do if they’ve consumed the tainted foods, etc. Tell trading partners 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. Focus on the facts. Don’t get defensive. Continuously emphasize your commitment to food safety.
• Leverage multiple communication channels. Use various 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 cast a wide net, increasing the likelihood that your messages are received, understood, and acted upon.
• Rely on tech tools. Modern tech tools provide faster, more accurate recall notifications, allowing companies to act immediately and minimize risks. Automating certain aspects of the communication process can expedite the delivery of important information and ensure consistency across all channels. Additionally, tech tools can be instrumental in tracking products’ journeys and pinpointing exactly where contaminated products are located, which is helpful for both communications and logistical efforts.
• Show concern. Be reassuring, acknowledge the inconvenience and offer support. 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.
• Monitor feedback. Respond quickly and professionally to social media comments and emails. Reassure customers that their safety is your top priority, and that you’re committed to maintaining gold-standard food safety protocols. Stay positive, provide facts, be clear about which restaurants may have served recalled products, and encourage specific actions (e.g., seek medical attention if you’re experiencing certain symptoms).  
• Apply lessons learned. After the recall, review your communications strategies. What did you learn from this experience that could improve the way you manage future recalls? These insights can help improve future communication efforts, as you continue to build trust and strong, long-term relationships with customers, trading partners, and other key stakeholders.

Clear communication is an essential part of successful recall management. Act quickly but calmly, following your prepared communications plan. Be transparent, honest, and reassuring, being clear about your organization’s commitment to food safety and quality. Using innovative tech tools can help immensely, enabling companies to communicate more effectively, sparking more immediate action at a time when every moment counts