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

Wendy’s International IncPointing a Finger at Fraud

Aloysius Roy Tantono 29111454

Andreas Nataniel 29111438

Angga Pramana 29111439

Eva Paramitha Widyanto 29111450

Margaretta Septyani Ariesta 29111448

Yoyong 29111483

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

Wendy’s International IncPointing a Finger at Fraud

•Critical issues in the case:– Due to finger found in Wendy’s chili, Wendy’s 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

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

•How Wendy’s Repair its Image?– Clarify the source of issue– Ensure Wendy’s hasn’t done any internal mistakes (clean & healthy)– External campaign

•Communicate Wendy’s Values– Create campaign focusing on Wendy’s values:

› Quality is our recipe› Personal integrity› Treat people with respect

Wendy’s International IncPointing a Finger at Fraud

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

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