The whole Frankies issue exploded because Woolies has positioned itself to be the superior, high quality retailer. As such, we expect them to live up to those standards and as consumers we hold them to higher account.
If Checkers or Pick n Pay had done the same thing would we have been as outraged? Probably not, and this is why I believe Woolworths is the Tiger Woods of retail.
To recap, just over 2 years ago, Tiger had a monumental meltdown that destroyed the public persona that he (and his parents) had been cultivating for 30 years - ever since he first hit a golf ball on TV as a 2 year old. That persona was one of being the best, beyond reproach, of solid family values and strong moral fiber.
Sponsors flocked to him, hoping that by association, their products and services would be viewed in the same light. (If Woolworths did sponsorships, they might have approached him too!) His aura of invincibility, even if they won't admit it, had a huge impact on his fellow competitors and aided his success.
Now if John Daly (whose resume includes heavy drinking, gambling, marital troubles, chain smoking, and being sponsored by Hooters) had done what Tiger did, nobody would have been surprised. In fact, it would have probably enhanced his "legend"!
But Tiger is no John and his actions were the polar opposite of his portrayed persona, leading to the massive backlash from which he is still trying to recover. No matter what happens in the future he will always be tarnished.
And with the greatest respect, Woolworths is no Checkers and the Frankies episode has tarnished Woolworths and I doubt that anyone will look at Woolies in the same light again.
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