CRISIS PR WENDY'S SAN JOSE CALIFORNIA

Finger Food

In the ides of March in 2005, a lady bit into a human finger while eating chili at a Wendy's in San Jose, California. A situation, such as this, could deter even the most loyal Wendy's customer from ever enjoying another Wendy's product. This single incident could have destroyed the company's image. However, Wendy's dealt with the situation appropriately and avoided any sustained damage to the brand.

Wendy's acted quickly and honestly, acknowledging the incident. The company accepted responsibility, closed the restaurant, threw out the chili, and had an investigation to uncover the source of the finger. Owner of a Crisis PR firm, Lou Williams, says clients should "tell it fast and tell the truth." This is exactly what Wendy's did.

Many companies fail to succeed in communicating honestly immediately after learning of an incident. However, crisis PR goes beyond the first days after an incident. A good crisis PR plan communicates with the public often. This means companies should not simply offer a single press conference and expect the public to forget about the issue. Good companies continue with statements and press conferences well after the incident to keep the public well-informed and maintain an open, honest image. People will forgive mistakes, but people will not forgive lies (Chandler).

Chandler, Michelle. Publix Relations Firms Tell Clients To Handle Crises Quickly, Honestly. Knight Ridder Tribune Business News. Washington: March 25, 2005.

PT ADYATMIKA SAKTI NUSANTARAno.1 Communication Strategic Consultant