The Denny's Story: How a Company in Crisis Resurrected Its Good Name and Reputation

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Summary: Not by mere spin-doctoring is a 180-degree turnaround made
Review: In the early 1990s, the Denny's Restaurant chain was faced with charges of racial discrimination that severely damaged its image. African-American customers were denied service or asked to prepay before eating. When, in 1994, Denny's settled two class-action lawsuits for US$54 million, a permanent shadow had been cast in its doorway.

Then, CEO Jim Adamson came on board. He kept the doors open and, in time, opened the minds of employees to a new way of doing business. He made inclusiveness and diversity central to the company culture. Now, every employee-from waiters to managers-receives specific training that emphasises respect for differences among people. What it took to turn the company around was hours and hours of hard work; thoughtful, innovative, and proactive programs; the willingness to lead and take risks; and most of all, an absolute commitment to do the right thing. Eventually, Fortune magazine ranked Denny's among the top ten companies for minorities in America.

The Denny's Story is the real-life account of how the company pulled itself out of a public relations nightmare and earned back the trust of its customers. Adamson explains the beliefs and strategies necessary for changing the heart of an organisation in serious distress that can be applied to any business. He provides an honest blueprint for dealing with crisis, arming the reader with the tools needed to alter management thinking, build a strong sense of unity, and keep employees happy in the process. Enlightening and instructive, The Denny's Story is a remarkable example of how teamwork, fairness, and keeping the customer satisfied will protect the good name of your company during any crisis you may face in the future.

Since 1995, Jim Adamson has been the chairman and CEO of Advantica, the parent company of Denny's restaurant. Formerly, he was CEO of Burger King. Robert McNatt is an editor of Business Week and a former reporter for Reuters. Rosemary Bray McNatt is an author who has previously worked as editor for the New York Times Book Review.