I've been watching intently to see how Menu Foods (the manufacturer of wet dog and cat food sold by the millions under private label brands at major stores such as Petco and Walmart) is stepping up to help their customers with the growing illness and losses of their beloved pets. This page on their Web site is what I found. Another majorly missed opportunity. For a number of reasons.


1. TOO LITTLE - WAAAY TOO LATE. The first precautionary recall announcement was made on March 16. In the above site we see that they got their call centers in gear and began contacing customers on March 23rd.
2. NO APOLOGY. So sad that this is a case of animals who are beloved members of their customers' families -- and there appears to be little emotion in the delivery or content of the informaiton or messaging from this company. Instead, customers are referred to the standard FAQ's section in the recall part of the Web site.
3. NOT DOING A FULL-COURT PRESS ON CUSTOMER SERVICE. Rather than supplying enough human capital to help their customers get through -- the FAQs guide customers on when to call -- when the volumes are lower.
4,5,6,7,8,9 and 10. NOT SHOWING EMOTION - OR RELATING TO THEIR CUSTOMERS WITH THE HUMAN TOUCH THEY SEEK. People want to see a dog and cat food company share the emotional connection and emotional journey that they are going through as a result of this situation. This is an opportunity to embrace and guide their customers through this tough time with action and humanity. Instead, customers are experiencing an orchestrated set of antiseptic-feeling actions that seem to have gone through the legal review process ad nauseum before being released for public consumption.
"She truly was my best friend. And because of this food I don't have her anymore."
former dog owner Laura Iskowitz
Menu foods is just plain barking up the wrong tree if this is the plan to make things right for their customers.