Challenge and control misinformation in the fast food industry
Now more than ever, the fast food franchise industry...
Now more than ever, the fast food franchise industry needs to attract and retain loyal customers. Times are tight and rising costs could easily see consumers swayed by the competition, or worse, stop eating out altogether. Retaining the trust of the consumer base requires a dedication to inclusivity, a commitment to transparency, and an ability to accommodate the diverse needs of all Canadians.
One key part of this is the responsibility to challenge misinformation regarding halal food products. The Canadian Muslim community requires the meat products they eat to be slaughtered in accordance with their faith, and misinformation or confusion regarding the halal status of a restaurant or its products can shatter the trust of a large number of consumers.
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What is halal?
The word "halal" is Arabic for "permissible". For food to be considered halal, it has to be prepared in accordance with strict guidelines that include the need for the animal to be treated humanely and to be in good health before being submitted for slaughter.
Halal meat products must not come into contact with anything that is not considered halal, and for some Muslims, this means that the place where the meat is served must not serve pork products or alcohol.
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Why is the halal market important?
The Canadian Muslim sector spends more than $1 billion per year on halal food products, and this is a significant proportion of the market to lose if consumer trust is eroded by a lack of training or a poor understanding of what halal means.
Halal food products should be certified by an organization such as the Halal Monitoring Authority. However, there is great potential for misunderstandings to arise when employees are not fully trained on what the certification entails and what it covers. Typically, a halal certification relates to specific meat products and not the restaurant as a whole.
In order for an entire restaurant to become certified as halal, no alcohol or pork products must be sold, and all ingredients used by the restaurant must be checked and certified to meet the strict standards of halal.
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How to challenge and control misinformation
No franchise organization ever sets out to deliberately mislead its consumers, so this issue should be easily overcome by checking certifications and renewing them if necessary, launching halal-specific employee training packages, and clear signposting in marketing campaigns.
Businesses that recognize the value of the entirety of their consumer base and that are transparent about their products and sourcing are far more likely to weather the economic crisis and emerge stronger. For these reasons, now is a great time to make sure that your business is on a level footing and free from misinformation.
