How To Fix Your Reputation After Food Poisoning Incidents

For most restaurants it takes years to build a good customer rapport, let alone a loyal base. Unfortunately, food that has patrons running to the bathroom – or being sent to the ER – can do quite a lot of damage to any business’s reputation. In the worst cases, food poisoning incidents can launch viral stories that drive businesses into the ground.

If a food crisis hasn’t already struck your establishment, statistics say it very well likely could. Customers are more likely to experience food poisoning at a restaurant than at home, and restaurants have to be prepared to face the fallout of what could be considered the inevitable.

If your restaurant is aiming to recover and gain back its customer base, or if you’re a follower of the mantra “hope for the best, prepare for the worst,” consider these tips:

Don’t Stonewall Complaints

Most restaurants will respond to a food poisoning incident by attempting to dodge liability. If a food poisoning episode has been traced back to your establishment, admit to it and apologize immediately. This is particularly important considering the damage an outspoken victim can do to your brand reputation. Patrons who feel you do not care or are not doing your best to set things right can make your recovery all the more difficult. Whether it’s making an apology or settling lawsuits, admitting fault will help your attempts to regain consumers’ trust.

Get To The Root Of The Problem And Do It On Social Media

Nothing goes viral quite like a food virus. Control the conversation by doing damage control on social media. Address the cause of the incident and let followers know how you plan to react. When Chipotle found itself at the center of an E. coli crisis they made sure to go public with specific measures they were taking. Whether it’s letting patrons know you’ve temporarily closed or tossed out all of the cheese, show that their welfare comes first. Under these circumstances, it’s key to turn social media into your number one advocate.

Consider leading Nestlé noodle brand Maggi. In June 2014, the brand was taken off shelves when tests found its products contained lead and that some had been mislabeled. By the time September rolled around the company made the choice to embrace the publicity. They took to social media and encouraged consumers to share fond memories of their noodles using a #WeMissYouToo hashtag. By turning conversation around the brand into something emotional, and behaving as an individual person would after accidentally upsetting a dear friend, Maggi was able to gain back trust.

Think About Rebranding

A recent survey revealed four out of five consumers walk away from a brand after experiencing a major issue. The statistic proves that, in some severe cases, you may not have much of a choice when it comes to rebranding after a food poisoning crisis. Before you dive head first into a full-blown rebrand, map out your desired outcome. Your goal should be to distance yourself from the problem that tarnished the brand. Determine which route you will take to make that happen.

Tacking onto the story the previous Maggi noodles story, Maggie went on to use the success of their social media campaign to bring their product back to shelves. After Maggi’s success on social media, the brand brought back their items with a Welcome Back campaign. Their well thought out rebrand creatively took their own mistake and made consumers want them more.

Be Transparent – But Know When To Move On

Take a tip from Taco Bell for direction on how to know when to move on and stop apologizing. Back in 2011, a law firm claimed that Taco Bell used only 35 percent beef in its ground beef blend. The suit was dropped when the chain revealed that its recipe in fact, was made of 88 percent beef. Unfortunately, Taco Bell couldn’t seem to just let the “beef” go. Soon after the franchise ran a public ad that said, “Would it kill you to say you’re sorry?” The move drew attention back to a suit that most consumers had already forgotten.

Instead of gloating or being smug, once the dispute is settled, confirm facts and move on. Go too far and you could communicate to consumers that you’re not taking the matter seriously, or, on the other hand, never allow them to forget the controversy.

Food poisoning can happen to just about any restaurant business. As with any crisis, start by making your customers’ well being your primary concern. The proper response and action will make all of the difference.