Where's the Beef?

In 1984 the Wendy’s hamburger chain unveiled a new television commercial featuring three elderly ladies standing at a fast food counter with their eyes fixed on an over sized hamburger bun. Two of the ladies take turns examining the roll and proffering polite comments like “it’s a big fluffy bun” and “it certainly is a big bun”, even as their exploration reveals a tiny hamburger that seems out of place for such a large piece of dough. Finally it is their diminutive friend (played by Clara Peller) who blurts out what they were surely thinking, “Where’s the beef?”

This advertisement, with its humorous reference to a competitor’s “Big Bun campaign”, made Clara Peller a household name and increased Wendy’s sales by more than 30 percent. The phrase became a pop culture catch phrase and is still used today to question the substance of an idea or product. Peller appeared in other Wendy’s commercials asking the same irascible question and her 4 foot 10 inch frame appeared on countless licensed merchandise items.

The authentic and honest way Peller’s character deals with the reality she is observing should give all of us pause. While we may not appreciate her blunt approach to customer feedback, we must acknowledge that her willingness to tell the truth was refreshing and helpful. While her friends preferred to avoid any confrontation by complimenting the size of the hamburger roll, Peller’s character asks what everyone wants to know, “Why is the hamburger so small?” Her persistent inquiry gets our attention and we soon find ourselves wondering the same thing.

There aren’t enough “Clara Peller types” in today’s business and political environment. As the top executives of failing public companies receive enormous bonuses, where are the shareholders asking “why”? As political leaders stuff billions of dollars for pet projects into funding measures, who is holding them accountable? As the new administration imagines an expanding role for government into every aspect of our lives, who is pointing out the obvious problems this will create? Does your organization have anyone willing to ask you the tough questions?

Peller’s candor is a leadership attribute that each of us should aspire to learn. While we may not welcome every opportunity to speak the truth, or to receive it when the feedback is directed towards us, we can learn from her example. With courage she stated the obvious, persistently argued her position, and resisted conforming to the social pressures felt by her friends. Her willingness to tackle an injustice and invite others to see it her way is what endears her character to us.

What are the problems you see that need addressing? Whose voices have been underrepresented or silenced in society? It’s time to lead more effectively by asking tough, honest questions and by inviting constructive feedback from others. Thanks Clara Peller for teaching us a valuable leadership lesson. Would anyone like fries with that?

Footnote: Sadly Peller lost her spokesperson role when she announced in a Prego spaghetti sauce commercial about a year later (1985) that she “had found the beef in their sauce.” I guess Wendy’s didn’t have a sense of humor.