Steve Joyce admits there was a little trepidation within Choice Hotels International headquarters when the reality show “Undercover Boss” invited him to star. The producers maintain complete editorial control, so it there was risk involved. Would the show end up being a net positive? Choice’s CEO chose to take the chance. “Their show is based on a premise of, you know they want to make the CEO look silly, they want to make the line associates look good, you know they want a feel-good story at the end,” Joyce says. “Coming in and trashing the company doesn’t fit that formula, they want a feel-good story, so we took a lot of confidence in that.”

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