Wendy's CEO suspected from start story was a hoax

By the time authorities determined that the claim was a hoax, Wendy's had become the lead on morning news shows and the butt of late-night talk show jokes. The woman who made the claim in late March now is in jail facing felony conspiracy and attempted grand theft charges for allegedly putting the finger in the chili herself. Even so, the damage to the No. 3 fast-food chain has already been done in the form of millions of dollars of lost sales. Schuessler recently talked business with me about how he and his team handled the infamous "fingertip incident" and weathered the storm of criticism and unusual scrutiny. Following are excerpts, edited for clarity and space.

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Source - USATODAY