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Dany's Case

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Denny’s Restaurants Case Intent Counts More Than Technique

TW Holdings is in a hefty debt, that is likely to grow further, as Denny’s became under the microscope on any racism-like behaviors of any of their workers, even the smallest gesture would be interpreted as discrimination act! But why have the situation reached that level? What could Jerry Richardson and his army of lawyers and public relations executives do better, after all? What leadership quality and character Richardson could have that would contain the situation, if not change it. It is believed that “Intent Counts More Than Technique” (Khalsa; 1999:23) Have the actions, agreement, and settlement that Richardson (and his team) did, been done out of true intentions that they genuinely resent discrimination? Hadn’t Richardson sworn at colored people or NAACP, at least one time, in an internal meeting or discussion with one of his team? If Richardson truly believed that discrimination is immoral, in his personal life as well as professional life! If he had real intentions to prevent racism in his restaurants, this could have been reflected in his leadership style and cascade down the management hierarchy, reaching all the restaurants’ managers and workers in Denny’s. Further more, the San Jose situation may have not happened, in the first place. If Richardson took indisputable actions (based on his real beliefs) towards resolving the San Jose incident, the offended individuals in San Jose, the NAACP and the public would feel and accept the genuine intentions of Richardson and his team. And the Annapolis incident could be considered as individual or service issue. The “court of public opinion” would be supportive to TW holding on their true stand against racism and discrimination.

References: 1. Powell, Elizabeth A. (1996) “The Vidsoft Triangle (A)”, Darden Business School Publishing, University of Virginia 2. Khalsa, Mahan. (1999) Let’s Get Real or Let’s Not Play, White Water Press

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