When you think of a thumb, do you think of Wendy's?
Does it make you less likely to eat there?
Sales are off as much as 50% in some California Wendy's. Not because there's any chance in the world that you're going to find another thumb. Or even an index finger. In fact, Wendy's is probably the safest fast food place in the world when it comes to appendages just now.
The reason sales are off isn't about the truth. It's about the story we insist on telling ourselves.