7 tips for communicating allergens to customers

There are two big reasons why effectively communicating allergens to customers matters:

1) It ensures the customer receives the correct allergen information

2) It helps the customer make a safe and informed choice about what to eat.

One mistake, one moment of miscommunication, could cost someone their life. Beyond the safety risk, the way a food business handles this kind of interaction could make or break whether a customer ever returns

When a customer asks about allergens, how you respond makes all the difference. It’s not just about providing the right information. It’s about delivering it clearly, confidently and in a way that helps the customer feel safe and reassured.

Communicating allergens to customers confidently is one of the most important skills a front of house team can develop. Here are 6 tips for how to do it well.

1. Written first, conversation second

By law, allergen information can be given verbally. But the Food Standards Agency is clear: best practice is to provide it in writing first, and then back it up with a conversation.

Your written allergen information must be:

• Easy to use: this means it should be obvious which dishes are safe for the customer. If it’s a folder or pack, it’s a good idea to have it in sections so that it’s easy for a customer to navigate and cross-reference with the menu.
• Clear: this means it must show exactly which allergens are present in each dish or product.
• Comprehensive: this means it must cover all 14 named allergens, not just certain ones such as those which are most common.
• Accurate: this means that the information must be regularly reviewed and kept up to date. If a recipe or ingredient changes, the allergen information must be updated in line with this.

Here are some ways the information could be presented:

• An allergen matrix
• Using written statements. For example: Tuna Salad (Contains: milk, egg, mustard, fish) This can be shown on a menu, a label, or a ticket beside displayed food.
• Using symbols i.e. next to menu items. If using symbols, for allergen groups, such as cereals containing gluten or tree nuts, a single symbol can be used, but you must still be able to explain exactly which tree nut or cereal is involved if a customer asks. If you want to use the latest official allergen symbols, the FSA now offers updated PNG files you can download and use in your own menus or documentation and also an allergen matrix.
• Providing a breakdown of the dish on the menu. This may allow your customers to ask for dishes to be tailored with components omitted. This can work well for items like burgers, sandwiches or salads. For example: a BBQ Beef Burger with Coleslaw (Beef patty: celery; BBQ sauce: celery, fish; Bap: wheat, egg, sesame; Coleslaw: egg, celery, mustard). A customer with a mustard allergy could order it without the coleslaw. Or a customer with a gluten intolerance might choose it without the bap, if it’s safe to do so. Of course, a food business must be confident they can do this safely, and take cross-contamination risks into account before offering modifications.

This written information can then be used to guide the conversation with the customer.

2. Be specific

When communicating allergens to customers, it’s important to be specific. For example; for allergen groups such as cereals containing gluten or tree nuts you must specify the cereal (i.e. wheat, barley etc.) and the tree nut (i.e. pistachio, hazelnut etc.).

If you run specials or limited-time dishes, these must be included too.

Also, if any ingredients or products come with “may contain” statements from the manufacturer, these must be passed on to the customer. They should also be clearly noted in your written allergen information.

3. What should be covered in the conversation?

The conversation with the customer should at a minimum include:

– what food the customer needs to avoid

– whether the customer has received written allergen information

– any risk of allergen cross-contamination

– whether the customer feels they have enough information to make an informed choice

–  and whether any safe adaptations to a dish can be made, if this is possible

If you’re working Front of House, here’s 10 tips for handling allergen requests with confidence.

4. Be honest and specific

If you don’t know the answer, say so. Then find someone who does. Never guess.

Be specific about any changes, cross-contact risks or substitutions. For example:

“We can leave the sauce off, but I need to check if the chicken was marinated in it beforehand.” “This dish doesn’t contain milk, but it’s cooked in the same fryer as items that do.”

This helps the customer make an informed choice.

5. Signpost allergen information clearly

You need to make it obvious where allergen info can be found. Ideally, written allergen information should be available without customers having to ask for it. For example; on a menu (paper or digital) or displayed on a board or wall in a space that customers can access.

Use a sign, label or menu notice that says something like:

“Food allergies and intolerances: please speak to a member of staff if you need information about our ingredients.”

Additionally, you can also ask customers if they require allergen information when you take their order.

6. Always back up verbal answers

If you give allergen information verbally, it’s a good idea to back it up with a written source.

• Show the allergen folder or ingredient label
• Let the customer read it for themselves if possible
• Don’t just rely on memory

This builds confidence and shows that your information is accurate and trusted.

7. Support your team to get it right

If you’re a supervisor or manager, make sure your team know the process for handing allergen requests from customers.  For example; is there’s an allergy champion or allergy expert on each shift who handles allergen requests (i.e. a manager or supervisor)? If so, make sure your team know who this is.

Alternatively, if your team are to handle allergen conversations, make sure they:

• Are suitably trained and clear on your process.
• Know where to find allergen info and how to explain it.
• Are trained to have these conversations confidently.

Why not practice as a team? You could use roleplay to go through real scenarios.

Final reminder on communicating allergens to customers

Effectively communicating allergens to customers is so important. When you do it right you ensure the customer receives the correct allergen information and it helps the customer make a safe and informed choice about what to eat.

This is about giving the customer the confidence to order, enjoy their meal, eat safely and come back again. That’s what good service looks like.

Need help training your team? Check out the Level 2 Food Allergen Awareness and Level 3 Food Allergen Management courses.

Want to learn more? Check out The Ultimate Allergen Management Guide for Foodservice and Hospitality Businesses.

References:

FSA guidance: Allergen Information for Non-Prepacked Foods Best Practice. https://www.food.gov.uk/business-guidance/allergen-information-for-non-prepacked-foods-best-practice-summary