Marketing

Wendy's, Taco Bell leaders stress brands' support for black community

June 9, 2020

Wendy's said it is engaging with a newly formed company advisory group of black leaders and other individuals at the chain to "identify and prioritize the right actions specific to the black community to help our employees, our organization and our communities progress forward, " according to a post on the brand's blog, The Square Deal.

This follows the brand's statements on social media, pledging it would donate "at least $500,000 to support social justice, the youth and education in the black community." Initially, the brand is contributing to the Thurgood Marshall College Fund that provides professional development, training and career management to students from the nation's historically black colleges and universities. 

The brand also emphasized it was continuing and increasing its activity in Wendy's Cultural Diversity Employee Network, as well, and that it will send more "resources" to educational, youth-based and social justice causes, though it was not specific as to what organizations. 

This statement from Wendy's on its blog follows last week's social media firestorm that ensued after information was widely publicized via social media that James Bodenstadt, the CEO of one of Wendy's largest franchisees, Muys Cos., gave more than $400,000 to President Trump's reelection PAC. A boycott of Wendy's — one of three QSR brands Bodenstadt's company is invested in — spread across social media, particularly on Twitter and Facebook,  lined up under the hashtag, #WendysIsOverParty. The Muys Cos. also franchises Taco Bell and Pizza Hut, which are owned by YUM Brands. 

Many in, and supportive of, the black community, have said the Trump administration has failed to act in ways that are helping the black community at large and has actually fomented problems after the administration dispatched National Guard troops to respond to some protests around the May 25 death of George Floyd while he was being restrained by police. As a result, brand leaders and owners who have made political contributions to Trump have been "called out" on social media, often related to boycotts of their products. 

However, in the case of the Wendy's company, its CEO Todd Penegor, stated that he does not make any direct political contributions, though Federal Election Commission filings show he has donated to his company's political action committee, which — like many large restaurant chains — donates to candidates on all sides.

Also late last week, Taco Bell CEO Mark King said in a blog that his company does not donate to presidential political campaigns, since Bodenstadt and his contributions were also connected with his company's Taco Bell franchises.

"Taco Bell is a brand that has never been about politics, but we know our people, especially at the restaurant level, are very diverse, and we are passionate about providing opportunities for them and assuring them our restaurants and our brand are a safe space," King said in his blog late last week. "And right now, not only are we standing with our people, but we're also standing with those who have experienced injustices in our society because of the color of their skin. So I want to reiterate our belief in all people and that we do not tolerate discrimination against anyone."