SENSATION TITLE: Dominos Pizza Site Youtube.com Shocks Food Lovers across Globe Damages Reputation of Company.
CAUSE: A video showing two domino’s staffs working in American branch (Conover, N.C.) of the chain was putting mucus on the sand witches
EFFECT: The video was posted on April 13th, 2009 and within 8 hours, it racked up over 1, 00, 000 views. On April 14th, 2009 afternoon, the video had been viewed by more than a million times on YouTube. References to it were in five of the 12 results of the on the first page of Google search for “Domino’s” and discussions of domino’s had spread throughout Twitter.
DAMAGE: This dumb idea has damaged the reputation of a 50 year old brand by just two staff employees and a video camera. The company tossed out all open containers of food – costing hundreds of dollars in north Caroline (N.C.).
- In another video Doyle Patrick Doyle, president of Domino’s USA goes on to apologize for the incident, assures customers that the Conover, N.C. restaurant where the videos were filmed is being sanitized and describes the steps his company is taking to ensure such an incident doesn’t happen again.
- This video out-shadowed the hard work of 1, 25, 000 employees across the 60 countries.
- The president video summarized:
- If the crisis is derived from social media or online, then it should be resolved through it.
- Public relation aims to reinforce positive attitudes, change negative attitudes and provide information.
- Learning’s from this incident:
- Train the employees
- Identify the crisis team
- Imagine your nightmare situations
- Track the blogs and social media
- Don’t wait