As a loyal, mostly satisfied customer of My Food Bag, I have been disheartened by their handling of their recent product recall, which involved potential salmonella contamination of some of their products containing sesame seeds.

The situation highlighted some key areas where effective crisis communication could have been improved, offering valuable lessons for food company owners and managers.

Clunky and Overly Formal Communication

The initial recall email was clear and direct, stating that the affected products should not be consumed and that a credit would be applied. This straightforward approach was initially reassuring.

However, confusion soon set in. Just nine minutes later, I received another email with an expanded list of affected products.

This second message, arriving so shortly after the first, suggested a lack of personalisation and a rush to disseminate information, with little consideration of clarity – nor relevance. With 16 products listed and a range of best before dates, it became overwhelming to cross-check these products with my order. The message had changed from an automatic credit, to requiring me to request a refund. I had no further understanding of the immediate risks these products posed to my health, nor what was being done to address the issue.

The weekend passed, and on Monday another email update included a list of even more affected products.  Throughout these updates, there was a notable absence of reassurance regarding food safety and customer health.

Clear communication about what actions to take if affected, and assurances that non-affected products were safe, were missing. Additionally, detailed information about the symptoms of salmonella poisoning and recommendations for medical consultation could have been beneficial as soon as the product issue was identified. To My Food Bag’s credit, the recipes offering possible substitutions for affected products was a nice touch.

Balancing Communication: Under- and Over-Communication

Effective crisis communication requires a careful balance between under- and over-communication, and there is a hierarchy about what should be communicated, and when. Here’s what should have been prioritised:

1. Immediate Safety Information: The most critical message is to inform customers not to consume the potentially contaminated food.
2. Guidance for Consumption: Clear instructions on what to do if the food has been consumed, including information on seeking medical advice if necessary. If not all information is available, this should be clarified as soon as possible, and a conservative approach taken when advising customers on what action to take.
3. Account Actions: Details on how credits or refunds would be processed automatically to minimise inconvenience.
4. Company Actions: Information on how the company is addressing the issue, including working with suppliers and implementing preventive measures.

Timing and Clarity Issues

The timing and clarity of the communications left a lot to be desired. The initial email at 7:24 PM on a Friday was followed by a second email just nine minutes later, listing additional affected products. This rushed follow-up, combined with a shift from automatic credits to requiring customer contact for credits, created confusion. Many customers might have missed critical updates due to the timing and lack of urgency in the subject lines. After a long work week, very few people are checking their email on a Friday evening.

An effective subject line should have conveyed the urgency of the recall to ensure immediate customer attention. This would have prevented the issue from unravelling into confusion and frustration.

Inappropriate Branding Choices

Adding to the communication issues was the use of whimsical food-themed names for staff, such as “Maria Mallowpuff”. While this branding may work in casual settings, it was out of place during a serious crisis. Customers expect professionalism and clarity in such situations, and playful branding can detract from the gravity of the issue.

CAP Approach: Effective Crisis Communication

To manage a product crisis effectively, adhere to the CAP approach: Concern, Action, Perspective.

1. Concern: Apologise Sincerely
   Express genuine regret for the inconvenience caused and acknowledge the impact on customers. A straightforward apology without reservation builds trust and shows empathy.
2. Action: Provide Clear Instructions and Fix the Issue
   Inform customers about the steps they need to take. Offer automatic refunds or credits to minimize their effort and clearly communicate the actions being taken to rectify the situation.
3. Perspective: Prevent Future Incidents
   Reassure customers that measures are being implemented to prevent recurrence. Detail how the company is working with suppliers to understand the cause and ensure it won’t happen again.

Reflecting on the Customer Experience

In my case, a $6.10 credit out of a total $159.99 for my "You Choose 3-meals" subscription seemed generous for the affected items. However, the process to secure this credit was cumbersome. Ideally, credits should have been applied automatically and communicated clearly in the first notification. This would have demonstrated proactive customer service and reduced unnecessary customer effort.

Best Practices for Product Recall Customer Communications

For effective product recall communication, ensure subject lines are urgent and clear, to immediately grab the audience’s attention.

Provide prompt, transparent updates with a personalised and empathetic tone, avoiding overly technical language.

Offer accessible support channels, such as phone and email, and create a centralised information hub with FAQs and health advice.

Maintain consistent updates throughout the recall process and uphold professionalism in all communications, avoiding whimsical elements that could undermine the seriousness of the message.

In summary, My Food Bag's response to the recall illustrated several key areas for improvement. Effective crisis communication requires clarity, timely updates, and a focus on customer reassurance. By implementing best practices and adhering to the CAP approach, food companies can better manage product recalls and maintain customer trust during crises.