SENSATION TITLE: Dominos Pizza Site Shocks Food Lovers across Globe Damages Reputation of Company.

Dirty Dirty Domino’s Pizza

Domino’s Pizza President Apology

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:
  1. Apology
  2. If the crisis is derived from social media or online, then it should be resolved through it.
  3. Public relation aims to reinforce positive attitudes, change negative attitudes and provide information.
  • Learning’s from this incident:
  1. Train the employees
  2. Identify the crisis team
  3. Imagine your nightmare situations
  4. Track the blogs and social media
  5. Don’t wait


  1. Really wonder what was his frustration..These incidents also happen in India..but very hardly people raise this as an issue due to insecureness..

  2. The hidden mystery behind this incident was that these two employees have a criminal background with many cases on them. I am curious how did Domino’s hire them with their back-ground.
    Many believe this was a strategy to spoil the brand-reputation.
    In India, I am not sure if it happened but at least there are no full proof evidence like North Caroline branch employee video.

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