Wendys International Inc

Pointing a Finger at Fraud

Aloysius Roy Tantono Andreas Nataniel Angga Pramana Eva Paramitha Widyanto Margaretta Septyani Ariesta Yoyong

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Syndicate 3 | Business Leadership | BLEMBA 11 | 2013-02-02

Wendys International Inc

Pointing a Finger at Fraud

Critical issues in the case:

Due to finger found in Wendys chili, Wendys reputation / brand image was in jeopardy Impact on business: Sales loss in amount of 2.5MUSD Sales declined 2.5% nationally

Communication to Stakeholders:
Key stakeholders that Mr Lynch should reach: Consumers How to communicate: Press conference / press release to media

Syndicate 3 | Business Leadership | BLEMBA 11 | 2013-02-02

Wendys International Inc

Pointing a Finger at Fraud

Immediate Actions:
Investigation: internal & external Clarifications to media / public (brand image recovery)

How Wendys Repair its Image?

Clarify the source of issue Ensure Wendys hasnt done any internal mistakes (clean & healthy) External campaign

Communicate Wendys Values

Create campaign focusing on Wendys values: Quality is our recipe Personal integrity Treat people with respect
Syndicate 3 | Business Leadership | BLEMBA 11 | 2013-02-02

T H A N K Y O U
Syndicate 3 | Business Leadership | BLEMBA 11 | 2013-02-02