Case Study: Defining and Promoting a Corporate Culture:
The Dave Thomas Legacy Program
Nature of Work
Communication Strategy
Internal Communications
Program Management
Challenge
When Wendy’s Founder Dave Thomas died in 2002, the company lost more than its’ senior chairman. Dave represented the brand personality and company culture to both internal and external audiences. With his passing, the company wanted to clearly define Dave’s Legacy -- the impact he had on the brand and what he stood for -- and formalize the company’s culture.
It was a huge undertaking at a difficult time for the company. We created a comprehensive internal communications program which included a variety of strategies and tactics, and added others over the years to keep the program fresh and relevant. Here are some examples of implemented tactics.
During the first few years after Dave died, the team ensured that the five values were incorporated into scripts for company meetings, executive communications, and appeared prominently in offices as a reminder of importance of the brand culture.
Result
Dave’s Legacy Values became Wendy’s Values and clearly defined what the company stands for internally and externally. The five value statements are included in training and communications programs, and in HR hiring documents and the annual employee review process. Additionally, the values are part of the decor at headquarters, appearing in a portrait of Dave Thomas in the Thomas Conference Center and on the lobby wall to serve as a remind to both employees and guests.
Founder’s Week has become a much anticipated annual celebration of Wendy’s culture and heritage, and Dave’s MBA Awards continue to be presented to deserving employees.
Photo of Wendy's lobby displaying the five values
Communication Strategy
Internal Communications
Program Management
Challenge
When Wendy’s Founder Dave Thomas died in 2002, the company lost more than its’ senior chairman. Dave represented the brand personality and company culture to both internal and external audiences. With his passing, the company wanted to clearly define Dave’s Legacy -- the impact he had on the brand and what he stood for -- and formalize the company’s culture.
It was a huge undertaking at a difficult time for the company. We created a comprehensive internal communications program which included a variety of strategies and tactics, and added others over the years to keep the program fresh and relevant. Here are some examples of implemented tactics.
- Dave’s Legacy Values. The first step was to identify Dave’s five legacy values based on the rules he lived by. By choosing phrases he used in speeches and media interviews, the five values resonated with the internal audience. The five phrases (Quality is our Recipe, Do the Right Thing, Treat People with Respect, Profit is not a Dirty Word and Give Something Back) were seeded in corporate programs as reminders of Dave’s values.
- Founder’s Week. To ensure employees and franchisees understood and demonstrated Dave’s values, Founder’s Week was developed to reach the entire system, including restaurant workers, franchisees, field and corporate office employees. Held annually around the company’s anniversary, a variety of training documents were distributed that defined each value, and managers were instructed to use that week to educate their teams about Dave's values.
- Dave’s MBA Award. An award program was designed to honor employees who demonstrated all Dave’s values in their personal and professional life. Rather than a “top down” selection process, employees could nominate someone on their team for an award (MBA = Mop Bucket Attitude).
- Wendys.com and Intranet Sites. Pages were created in social media channels to be educational (wendys.com) and a consistent reminder (intranet) of the impact Dave had on the company and the industry.
During the first few years after Dave died, the team ensured that the five values were incorporated into scripts for company meetings, executive communications, and appeared prominently in offices as a reminder of importance of the brand culture.
Result
Dave’s Legacy Values became Wendy’s Values and clearly defined what the company stands for internally and externally. The five value statements are included in training and communications programs, and in HR hiring documents and the annual employee review process. Additionally, the values are part of the decor at headquarters, appearing in a portrait of Dave Thomas in the Thomas Conference Center and on the lobby wall to serve as a remind to both employees and guests.
Founder’s Week has become a much anticipated annual celebration of Wendy’s culture and heritage, and Dave’s MBA Awards continue to be presented to deserving employees.
Photo of Wendy's lobby displaying the five values