Customer-Generated Problems

In the age of social media, customer-generated content can be a double-edged sword for fast casual operators and cottage bakers. On one hand, it's a great way to showcase your products and build brand awareness. On the other hand, it can also lead to a public relations nightmare if customers mishandle your food and share unflattering photos online. This phenomenon, where customers order food, mishandle it, and then share pictures of the misshapen or poorly styled final product while giving your operation "credit," can be damaging to your reputation and potentially cost you future business.

In this article, we'll explore the reasons behind this phenomenon, discuss the potential consequences for your business, and provide comprehensive guidance on how to handle these situations.

Why Does This Happen?

There are several reasons why customers might mishandle your food and share unflattering photos online. Some possible explanations include:

1. Lack of presentation skills: Many customers may not have the same level of presentation skills as a professional chef or baker. They might not know how to properly plate or style the food, leading to an unappealing final product.
2. Transit mishaps: Food can be damaged during transportation, especially if it's not properly packaged or handled. This can result in a misshapen cake or a charcuterie spread that's been jostled out of place.
3. Social media pressure: In today's social media-obsessed culture, customers may feel pressure to share photos of their food online, even if it doesn't look perfect. This can lead to a "share first, think later" approach, where customers prioritize getting a photo up quickly over ensuring the food looks presentable.
4. Lack of understanding: Some customers might not realize what makes a dish visually appealing. They might not understand the importance of garnishes, portion control, or plating techniques, leading to a final product that's unappealing to the eye.

Consequences for Your Business

When customers share unflattering photos of your food online, it can have serious consequences for your business. Some potential risks include:

1. Reputation damage: A single poorly presented dish can give potential customers a negative impression of your business, even if it's not representative of your usual standards.
2. Loss of business: If customers see unflattering photos of your food online, they might be less likely to try your business, even if they've heard great things about it.
3. Decreased brand trust: If customers see that your business is associated with poorly presented food, they might question the quality of your products and the attention to detail of your staff.

How to Handle Customer-Generated Presentation Disasters

So, what can you do if a customer shares an unflattering photo of your food online? Here are some steps you can take:

1. Contact the customer: Reach out to the customer and politely ask them to remove the photo or to give you permission to use it as a teaching tool to educate your staff on presentation techniques.
2. Offer a solution: If the customer is willing to work with you, offer to provide a complimentary replacement dish or a discount on their next purchase.
3. Insist on delivery and setup: Consider offering delivery and setup services for large or complex orders, such as wedding cakes or charcuterie spreads. This can help ensure that the food is presented correctly and reduces the risk of mishandling.
4. Educate your customers: Consider providing customers with tips and guidelines on how to properly handle and present your food. This can be done through social media, email newsletters, or in-store promotions.
5. Ask them to not credit you: If a customer is unwilling to remove the photo or work with you to resolve the issue, you can ask them to not credit your business in the photo. This can help minimize the damage to your reputation.

Prevention is the Best Medicine

While it's impossible to completely eliminate the risk of customer-generated presentation disasters, there are steps you can take to minimize the risk:

1. Provide clear instructions: Make sure customers understand how to properly handle and present your food. Provide clear instructions on packaging, transportation, and plating techniques.
2. Use social media to educate: Use social media to educate your customers on presentation techniques and the importance of proper food handling.
3. Offer presentation services: Consider offering presentation services, such as plating and garnishing, to help customers create visually appealing dishes.
4. Monitor social media: Keep an eye on social media and respond promptly to any negative reviews or unflattering photos.

Conclusion

Customer-generated presentation disasters can be a challenge for fast casual operators and cottage bakers, but by understanding the reasons behind this phenomenon and taking proactive steps to prevent and address it, you can minimize the risk to your business. By educating your customers, providing clear instructions, and offering presentation services, you can help ensure that your food is presented in the best possible light, even when it's in the hands of your customers.

Are you experiencing customer-generated problems? We can help!

If you are interested in private consulting, do not hesitate to hit the button below!