Every recall inevitably comes with repercussions, including costs and operational disruption, but a recall itself doesn’t necessarily result in reputational damage—if it’s handled properly. When recalls are managed poorly, the fallout can be severe and long lasting. Loss of consumer trust, in particular, can be difficult to win back.
Restaurant brands can follow best practice food safety protocols and still find themselves involved in a recall, often through no fault of their own. For instance, when onions were contaminated at the farm where they were grown, this safety breach wasn’t discovered until after a national restaurant brand served them on their hamburgers. In this case, the onion supplier took accountability and followed proper protocols, notifying their trading partners, alerting consumers, and issuing instructions to pull the onions from supply immediately.
But what happens if your suppliers aren’t willing to act to protect public health?
Mismanaged Recall Erodes Customer Trust & Partnerships
Recently, consumers were sickened after eating cheese from Raw Farm, the nation’s largest raw milk producer. When the FDA investigated, they found E. coli contamination and recommended a recall. Raw Farm refused to comply, arguing that internal testing found no pathogens in their products. For two weeks, their potentially compromised products remained in supply, until Raw Farm eventually issued a recall “under protest.” Consumers and trading partners saw a company whose instinct was to contest rather than act to protect public health.
Notably, Raw Farm has supplied their unpasteurized, raw dairy products to numerous restaurant brands, including FIVE07, which has used Raw Farm’s milk in their coffee, Hopdoddy, who topped burgers with Raw Farm cheese, and Erewhon, who has used the brand’s raw kefir in smoothies. Since Raw Farm’s unwillingness to cooperate with the FDA and issue an immediate recall, retailers in 13 states have dropped Raw Farm partnerships.
What’s Driving Recall Decisions?
The decision about whether to issue a recall is never simple—and even though it typically doesn’t originate at the restaurant level, it impacts entire supply chains down to the consumer. Recalling companies must first consider the potential impact on public health when making recall decisions. But, in the Raw Farm case, perception was that the company wasn’t prioritizing public health, and that their focus was more self-serving.
Raw Farm president Aaron McAfee argued publicly with the FDA, rather than reassuring consumers and trading partners about their commitment to food safety. This fueled the perception that McAfee was more concerned about his brand reputation and continued sales than protecting public health. He also complained that the California Department of Public Health (CDPH)’s statement that consumers should avoid all raw dairy products went beyond the cheese-specific recall scope. This would have been a great opportunity for Raw Farm to explain how they continue to work to ensure safe unpasteurized products rather than debating with respected regulatory agencies.
Since the company appeared to deny and deflect, instead of being proactive and cooperative when consumer harm was possible, it caused negative media coverage, consumer concern, and widespread reputational damage.
Emphasize Your Commitment to Public Health
Regardless of where the safety breach originated, whenever restaurants are involved in a recall, they must be transparent, compassionate, and proactive to protect their brand reputation and maintain consumer trust. To accomplish this:
- Work with safety-focused partners. The supply chain is only as safe as its weakest link. If your suppliers don’t prioritize food safety and protecting public health, find new vendors.
- Cooperate with regulatory bodies and trading partners. Work collaboratively with your trading partners and respected regulatory bodies like the FDA, following their instructions and recommendations. If there’s any chance that product has been compromised, pull it from supply and ensure that it’s removed from all areas of your restaurant, including walk-ins, prep stations, backrooms, etc. When supply chains work together—with standardized data, open communication, interoperable systems, and coordinated action—they can reduce the fallout of a recall, including reputational damage and loss of consumer trust.
- Prioritize consumer health. Consumers increasingly understand that a recall isn’t a brand failure, but rather an action to keep them safe. They look for evidence that their favorite brands make decisions to protect public health. When companies appear to make self-serving decisions—such as working to protect sales despite risks to public safety—the damage can be widespread and potentially irreparable.
- Be transparent. Be forthcoming, sharing what you know about the issue and what’s being done to resolve it. Explain how you and your trading partners are working to prevent future safety breaches. Reiterate your commitment to consumer safety.
- Take accountability. A recall won’t necessarily break consumers’ trust or damage your brand reputation, especially if your company doesn’t delay or deflect. Arguing with a highly respected regulatory agency is not the right hill to die on. Truthfully, these actions may be more damaging to Raw Farm’s reputation than an immediate recall would have been. Also, recalling “under protest” likely means Raw Farm lost credibility with consumers and retail partners. They may never completely recover.
Your restaurant can take every food safety precaution within your own facilities, but if your trading partners aren’t prioritizing public health, your restaurant’s reputation—and consumer trust in your brand—may be in jeopardy. Align yourself with partners that prioritize public health, respect regulatory bodies, and are committed to following best practice protocols around food safety and recalls. Your ability to maintain consumer trust depends on it.
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. Roger is also a steering committee member of the Alliance for Recall Ready Communities.
