• by Wayne Friedman , January 9, 2010

PASADENA, Calif. -- CBS' new reality series "Undercover Boss" will add some new companies to its lineup -- 7-11, White Castle, Hooters and Churchill Downs -- it was revealed at the TV Critics Association meeting.

"Boss" gets its start in a plum after-Super Bowl time slot in February, with Waste Management as the initial featured company.

The story surrounds real-life CEO Larry O'Donnell, who goes undercover working at various jobs as he attempts to learn about employee issues and rectify problem areas.

O'Donnell says while the company advertised on CBS in the past, it has no media-buying agreement in connection with the show. A company spokesman said Waste Management has done corporate advertising on Sunday morning news shows and PGA golf events -- programming that CBS airs.

Stephen Lambert, the executive producer of "Boss," did not reveal any specific details regarding other CEOs who will go undercover. He did say, as with Waste Management, that none of the companies would have a media-buying deal for CBS programming attached to their participation.

Lambert said future shows will primarily target consumer-oriented marketers that viewers are familiar with -- in particular, restaurant chains, retail stores and entertainment companies. But selection also depends on the type of dramatic elements a company offers.

"With Waste Management, it was literally about the boss getting his hands dirty," says Lambert.

Lambert says a company CEO also needs to have a certain sense of daring in submitting to the reality show -- especially in finding faults in the company.

"The reassuring thing is that you can fix it," he says. "You can look good fixing the problem."