Celebrity endorsements: good idea, many pitfalls

I recently had the opportunity to meet and have lunch with someone I have most admired in business during my career. Fred DeLuca, founder and CEO of Subway, who died on Monday, took a concept and a $1,000 investment from a family friend and built it into one of the largest fast food franchises in history. DeLuca's story is a fascinating one, but it is a story that he told me about the now infamous Jared Fogel, former spokesman for the Subway brand, that is the purpose of this column.