Tuesday, May 1, 2012

Domino's Pizza Controversy

In 2009, a major crisis involving Domino's Pizza and its employees brought national media attention to the pizza company.

Two employees recorded themselves put a video on YouTube of themselves doing inappropriate and unsanitary things to the food that was being prepared for customers.

The videos immediately received thousands of views and Domin's was thrown into a social media crisis. The employees were dealt with, fired, and Domino's released an official video via YouTube from the President apologizing and explaining the isolated incident.

This case is very interesting in that the company really did not have much choice when it came to reacting to the controversy. From a PR standpoint, they waited 24 hours before releasing an official statement, which was much too long. However, that aside, Domino's did the best they could to maintain their brand's reputation and integrity.

Ultimately they were successful. Through open dialogue and communication with customers via social media, the brand is now stronger than ever. Since 2009, Domino's has developed many strategic communication plans that have increased sales and the brand's reputation.

Although the controversy was extremely negative for the company, they used this as an opportunity to make their company even stronger than ever.

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