Here we go again. A few years ago it was a fingertip in a bowl of Wendy’s chili. This time it’s a finger in a burger from Arby’s. Ick! Another fast food chain caught up in a crisis PR scenario. Since it just happened, we will watch it dramatically play out for all those involved. It looks like the PR team is immediately jumping to action with a response from the corporate communications director and the obligatory quote from the finger recipient and his mom. Of course, the company will be doing damage control immediately. What level of response would you expect the company to deliver in this case?

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