Paula Deen (Getty Images)There's no such thing as bad publicity. Or is there?
As the fallout from Paula Deen's admitted use of a racial slur continues, it would seem as if it's nearly impossible for the 66-year-old chef to make a comeback in the eyes of the public despite hertearful pleas for forgiveness. After all, endorsement deals are dropping daily, many fans have fled, and it would appear as if her empire is crumbling … but looks can be deceiving.
In reality, there are a few ways that Deen is actually managing to make more money off of this scandal.
Let's break down her wins and losses as they stand:
Win: Sales of Deen's book, "Paula Deen's New Testament: 250 Favorite Recipes, All Lightened Up" skyrocketed. The cookbook went from No. 16 to No. 6 on Amazon.
Win: Fans have started a Facebook campaign called "We Support Paula Deen," which already has 482,000 likes and counting. We can all agree it was totally started by Paula, right?
Win: People aren't entirely abandoning ship when it comes to Deen. The celeb chef's annual Paula Deen Cruise aboard the Mariner of the Seas has added an extra departure in 2014 due to high demand.
Win: Paula has some famous names coming to her defense, including Howard Stern. "I mean...are we really gonna say that if someone takes the stand and admits to using the n-word … and is being honest … I'm just wondering … Why is she losing her job?" the shock jock asked on his radio show. But perhaps the most unlikely and influential person Deen has in her corner is Reverend Al Sharpton. "A lot of us have, in the past, said things we have regretted saying years ago," he noted. "I think she has a lawsuit now about activities now whether it was discriminatory. And whether or not she's engaged in things now. It's not about her past ... She deserves what's fair, but that's based on what she's engaged in now."
Win: Deen's restaurant business seems to be booming. Over the weekend, her restaurant The Lady and Sons in Savanna, Georgia had people lining up out the door.
Win: People want to hear Paula Deen out. Matt Lauer’s exclusive interview with Paula Deen on Wednesday on the "Today" show beat GMA in both total viewers and the key demo A25-54, according to Nielsen preliminary numbers .
Win/Loss: After revealing she had type 2 diabetes, Deen signed on as a spokesperson for the drug Victoza in early 2012. However, the drug company Norvo Nordisk has suspended their partnership. "Novo Nordisk and Paula Deen have mutually agreed to suspend our patient education activities for now, while she takes time to focus her attention where it is needed," the pharmaceutical company said in a statement. If Norvo Nordisk decides to stand behind Deen, this would obviously be a win. If not? Well, you know where we're going with this.
Loss: Another deal bites the dust...for now, at least. Both Sears and Kmart have cut ties with Deen. "After careful consideration of all available information, we have made the decision to phase out all products tied to the brand. We will continue to evaluate the situation. Our members' needs will be given first priority as we work to continue to provide quality cookware in our stores and online," Sears Holdings, which owns both Sears and Kmart, said in a statement.
Loss: Home shopping network QVC announced it's "taking a pause" from working with Deen. They currently sell 130 different products – mostly cookware – with her name on it. But, as losses go, this is hardly the worst, as the company's website explains, "We all think it's important, at this moment, for Paula to concentrate on responding to the allegations against her and on her path forward. Some of you may wonder whether this is a 'forever' decision – whether we are simply ending our association with Paula. We don't think that's how relationships work. People deserve second chances. And we always strive to do the right thing."
Loss: Caesars Entertainment Corporation released the following statement: "While we appreciate Paula's sincere apologies for statements she made in her past that she recently disclosed during a deposition given in response to a lawsuit, after thoughtful consideration of their impact, we have mutually decided that it is in the best interests of both parties to part ways at this time." Deen has themed restaurants in four Caesars properties: Horseshoe Southern Indiana, Harrah's Tunica (in Mississippi), Harrah's Joliet (in Illinois) and Harrah's Cherokee (in North Carolina).
Loss: Walmart has cut ties with Deen, too. "We will not place new orders beyond those already committed," said Dave Tovar, a Walmart spokesman. "We will work with suppliers to address existing inventories and agreements." Deen's products, including food items, cookware, health and wellness products, have been available at all 4,000 of Walmart's U.S. stores.
Loss: Smithfield Foods, the global pork producing company which Deen has been a spokesperson for since 2006, also dropped her. “Smithfield condemns the use of offensive and discriminatory language and behavior of any kind. Therefore, we are terminating our partnership with Paula Deen. Smithfield is determined to be an ethical food industry leader and it is important that our values and those of our spokespeople are properly aligned.” Deen had line of hams called the Paula Deen Collection.
Loss: Target announced on Thursday they will be parting ways with Deen. "We have made a decision to phase out the Paula Deen merchandise in our stores as well as on Target.com," a spokesperson for the company said in a statement. "Once the merchandise is sold out, we will not be replenishing inventory."
Loss: Home Depot announced this week that it would stop carrying Paula Deen branded items.
Loss: Perhaps the biggest blow to Deen is that she was dropped by the Food Network. Deen's cooking show is how Paula got famous in the first place. "Food Network will not renew Paula Deen's contract when it expires at the end of this month," the network said in a statement. Deen has been with the network for more than a decade.
(This article was originally published on Thursday, June 27 at 2:01 PM)
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