This problem has become exacerbated by the Internet, which can turn rumors and hoaxes intro virtual truths. It can also make a localized problem seem like a brandwide issue. That happened with a singular New York City Yum! Brands (NYSE: YUM  ) KFC/Taco Bell location that led to a health inspector fired because, according to The New York Times, he gave it a passing grade days before videos surfaced of rats scurrying through the kitchen. In that case, the public narrative became “KFC infested with rats,” not “one poorly run, franchised location infested with rats.”