Night falls, and cold rain begins to pour down in sheets. You are hungry, lonely, and you have about $4.
Suddenly a cluster of familiar images illuminates the darkness: golden arches, neon crowns and blinking cowboy hats. And then a gentle face peers out and beckons to you. He is Dave Thomas. He is not animated or technologically innovative, and he doesn't come with a song. But even after death, he remains one of America's most beloved and famed icons.
Wendy's International founder Dave Thomas died of liver cancer at his Ft. Lauderdale, Fla., home on Jan. 8. He was 65 years old.
In over 800 commercials, Thomas was depicted as a humble and good-natured spokesperson in an extremely successful 12-year marketing campaign that won over millions of hearts around the world. Since his death, loyal customers have flocked to local Wendy's restaurants to offer their condolences. According to Katty Munger, public relations representative for Wendy's International, Wendy's food sales have increased worldwide.
"Not only employees and franchisees are calling in to express their sympathy, but customers as well," she said.
Route 29 Wendy's store manager Sean Williams has noted the change. "A lot of people have come through here in the past week to apologize," he said. "Dave was a good role model. Wendy's will miss him."
Originally beginning in small, regional businesses, the fast food industry has become one of the biggest components of the American economy today, according to journalist Eric Schlosser, author of Fast Food Nation. In a society ruled by efficiency, the industry has thrived. Families have opted out of home-cooked dinners together in favor of mass-produced burgers and fries under the glow of florescent lights.
But despite the super-sized fries, the biggie drinks and triple-decker patties, bigger may not always be better for many Americans. Wendy's large success has been attributed to the intimate aspect that Thomas introduced to fast food. Thomas was not thought of as a powerful CEO of a multi-million dollar corporation, but as a self-effacing grandfather.
"Although I didn't know him personally, Dave Thomas always seemed to add something personal in his commercials," third-year Education student Pete Abad said. "My friends and I prefer Wendy's because it's a more down-to-earth experience. Dave is a much more tangible character than Ronald McDonald."
Loyal customers viewed Thomas as much more than a spokesperson for Wendy's International. His story is considered the model of working-class America. Leaving his adoptive father and taking a room at the YMCA, he worked as a busboy and a cook until opening up his own establishment in Columbus, Ohio. Thomas christened the restaurant Wendy's Old Fashioned Hamburgers after his daughter, Melinda Lou, nicknamed Wendy. In July 1992, Thomas opened up the Dave Thomas Foundation for Adoption to aid families in the adoption process.
"He always remembered his roots," second-year College student Michelle Clark said. "He was constantly giving back to the community; that's so refreshing to see. The adoption foundation Dave founded should be a model for other business owners."
In 1995, Wendy's International merged with Tim Hortons, a Canadian-based coffee and baked goods company. There are now 6,000 Wendy's restaurants worldwide and over 2,000 Tim Hortons. Together, sales total over $8 billion. Wendy's is now the third largest fast-food chain, after McDonald's and Burger King.
"Dave was thought of as the epitome of the American dream," Munger said.
Many University students also have been encouraged by Thomas's entrepreneurial example.
"Even though I'm a vegetarian, I was deeply affected when I learned that he died," Clark said. "He represented the ideal American dream of becoming successful - even without a college education. It was inspiring to see that there was still someone who cared so much about his business, by doing all of his commercials himself and being involved in every step of the way."
Wendy's International already is beginning a new advertising campaign. "We will not replace Dave with a cartoon. The campaign will focus on food as the hero, just like it did when Dave was here," Munger said.
First-year College student Bashir El-Khoury agreed. "I don't think anybody else could follow in his footsteps. But I don't think his death will hurt the company; he took them where they need to be"
Read More
Administrators and faculty paint conflicting pictures of May 4 encampment clearing
By Cecilia Mould | YesterdayThe details contested between the town halls included the clarity of the University’s tent policy and the presence of suspicious individuals at the encampment.
Faculty Senate calls for an external review of May 4 clearing of encampment
By Priya Kommu | YesterdaySenators had questions about the lack of direct communication between University administrators and the students and faculty present at the encampment.
University's last minute update to EHS tent regulations document creates confusion, frustration
By Arshiya Pant | YesterdayRyan said that he did not believe there was confusion among protesters about the permissibility of tents due to warnings from University officials on several occasions to remove tents.
