More on Wendy's

Two days after my recent post about the Wendy's PR debacle, the investigative authorities announced that the "fingertip in the chili" was a hoax. It seems that Ms. Ayala had planted the appendage as a means for seeking damages from Wendy's.

Obviously, this news changes things quite a bit. This is a powerful message point for Wendy's, one that enables them to take a position of power ... one of forthrightness.

My commentary and my musings on the topic had little to do about the "right or wrong" of the matter. I was focused on the "dollars and sense" (and brand equity) of the matter. (Recall the 20% to 50% sales decline in California.)

Regardless of whether Wendy's was blameless or blameworthy, I did not feel that they were handling the matter in a sufficiently pro-active, aggressive manner. You just don't let sales suffer like that at the mercy of public opinion.

Hey-I call 'em like I see 'em.

Now ... how and where can I still get that free milkshake?