According to QSR Magazine guest author S. L. Francine (2017), creating a successful food crisis recovery plan includes prepping for the crisis, addressing the crisis, and coming back stronger by following through with the crisis outline in place.

To prepare for an incident, designating a spokesperson that will talk to the media and pre-planning honest messaging will speed up response times needed during crises. This person, especially during severely negative situations, is most often the company CEO or leader. To adequately address an emergency when it occurs, it’s essential to document how the incident happened, also allowing you to maintain accurate responses to what happened. Respond to the media’s questions honestly and directly, monitor and respond to comments on social media, and stick to the crisis plan to help remain calm. If followed, these steps will help minimize crisis damages. After the crisis, show customers how you’re continuing to address the original problem(s) by remaining consistent in messaging and make sure to keep the same issues from repeating.

Training staff, after the initial crisis, will help keep it from repeating and will reinforce a dedication to investing in a healthy and safe work environment. It’s not possible to avoid disasters entirely, but if appropriately managed, losses don’t have to be so severe.

Food Crisis Recovery Plan Outline

  1. Prepping for a Food Crisis
    • Designate a Media Spokesperson
      • During serious times, the head of company should be spokesperson
      • Choosing a spokesperson prior to a crisis is helpful
    • Pre-Plan Honest Messaging
      • Create example situations and messaging framework
      • Used during times of crisis to speed up response times
  2. Addressing a Crisis
    • How Did the Incident Happen?
      • Establishing how incidents happen show where training is needed
      • Document the incident appropriately
    • Create Honest Apology Messaging for the Media
      • Detail how you’ll fix the problem and move forward positively
      • Always respond – never say “no comment”
    • Use Social Media Wisely
      • Monitor social media comments
      • Respond to negative comments truthfully
    • Stay Calm
      • Stick to the crisis plan in place
      • Don’t stray from honesty while under pressure
  3. Coming Back Stronger
    • Win Customer’s Trust
      • Remain consistent in messaging
      • Give continued updates on how you’re improving and staying on track
    • Train (Re-Train) Staff
      • Use the identified problem to guide where training is needed
      • Show employees that you’re there to help them succeed

References

Francine, S. L. (2017, August 23). How to Prepare (and Recover) from a Food Safety Crisis. Retrieved October 5, 2019, from https://www.qsrmagazine.com/outside-insights/how-prepare-and-recover-food-safety-crisis.