I went on to interview many more chief executives for this magazine, most of them business-school stars who had fast-tracked to leadership roles at big corporations, names you’d recognize. Maybe you’re one of them. But that brief time speaking with Thomas taught me to listen for native talents—not book smarts, necessarily, but the ability to motivate all kinds of people, to be relentless about the details, to persevere and earn success, rather than be named to a title.
The last thing I asked Thomas was whether a time would come when he’d decide not to do Wendy’s commercials. The question was off-the-cuff, and as soon as it left my mouth I regretted it. The possible answers were tinged with increasing age, frailty, even mortality. But after a moment (which I spent silently hoping, “Please don’t say ‘until I die.’”), he put me at ease with a laugh. “You know, I’ve done almost 700 commercials,” he said. “Right now, I’m willing to keep doing it. They haven’t fired me yet.”
When I wrote up the interview for the magazine, I typed “laughing” in brackets right before his answer, just to show it all turned out okay. Perhaps I was reassuring myself more than my readers. When I heard two years later that Thomas had died, my first thought was of that awkward exchange, and his grace in answering.
As I put the sweet-potato fries into the hot oven that recent afternoon, I made a mental note to talk with my young daughter later about the qualities that mattered to Thomas. Of course, I want her to excel in school, but I also want her to value the qualities that made Thomas and his company so successful.
It struck me then that for all the criticism directed at quick-serve food and companies—some of which is certainly deserved; no industry is perfect—there are also many hardworking people like Thomas who pursue good principles. I feel proud that this magazine has flourished for 10 years, and will continue to do so. I love that industry leaders have this forum to talk about the goals, philosophies, and best practices that lead to good meals and good jobs for so many people. I’m thrilled that today’s QSR discusses environmental responsibility, sustainable practices, diversity—all the issues today’s restaurant industry must face if it is to continue to grow.
Whatever hands the Wendy’s brand ends up in, I hope those people, or that entity, will keep in mind the principles that mattered to Thomas. He seemed proud to put his face on the brand he had nurtured. I’m just grateful he agreed to have his image on this magazine, twice.
Amazing what sweet-potato fries can make you think about.