Wendy's Case Study

3095 Words 13 Pages
Register to read the introduction… After the announcement, Wendy's launched a couple new campaigns as part of its efforts to repair its image showing its customer appreciation. The first effort was that 100,000 Frosty shakes would be given to its customer around San Jose area on April 23 and 24, the weekend after Ayala had been arrested and other local efforts were direct-mail offers, customer appreciation events, and radio promotions. Diane Weed, the Wendy's Pacific division vice president, convinced that he want everybody to remember that Wendy's is the same Wendy's that it's always been. The giveaway is how Wendy's thanking its loyal customers and reassuring people who may have some doubt or …show more content…
The stock market didn't get serious impact either in which shares were closed at $39 the day after the chili incident, down 18 cents. However, Wendy's claimed that it had lost business among San Jose area estimating 2.5 million and overall U.S. sales were off $1 million a day from this bad publicity according to USAToday, (April 22, 2005).
The story is shown how Wendy's public relation handles the crisis. According to my perspective and my research, there are some effective and ineffective public relations that Wendy's applied to handle this crisis. The following will be the determination of how Wendy's rebuilding its reputation after the San Jose crisis.
The first effort that the author think Wendy's was successfully did is that within a day or two, the local franchise operator in California handed off the event to the corporate office in Ohio, and the parent company was able to investigate and swiftly announce to assure its customer that the finger didn't came from any Wendy's employees or its food suppliers. This massage can guarantee the customer that somebody had planted the digit into the food but it shouldn't because Wendy's was careless to hand unsafe or unclean
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Wendy's is still able to come back to the market, but it should have lost lesser than it did. This case will be another case study for educators to discuss. It is an advantage for a company to be prepared and ready for an unexpected event by studying and understanding the past crisis management because many crisis management practices and strategies are handful and accessible for any management to adapt.

Anonymous. (2005, August). Pressing the Flesh. Restaurant Hospitality, 89(8), 76-80. Retrieved from ABI/INFORM Global database. (Document ID: 882315831).
Block, J & Frank, N., J.. (2005, May 2). Wendy's ramps up its efforts in
CA to rebound from finger claim. PRweek,1. Retrieved from ABI/INFORM Trade & Industry database. (Document ID: 840810971).
Elliot, S. (2005, April 29). Wendy's Gets a Break, but Still Has Work Ahead of It. New
York Times. Retrieved from www.nytimes.com/2005/04/29
Fink, S. (2005). Where Wendy's Went Wrong: Critical Lessons In Crisis Management. Retrived from

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