Dominos Pizza Case Study Sarah Piechocki The Cause

Domino’s Pizza Case Study Sarah Piechocki

The Cause • Two Dominos employees from North Carolina shot a video of them tampering with the food and posted it to You. Tube. Before the video was removed, it had received almost one million views.

The Immediate Response by The Public • • • They lost many loyal customers. About 750, 000 people viewed the video before it was taken down. People did not trust Domino’s.

• • • The Immediate Response By The Company They Were Extremely apologetic and got their apologies out as quickly as possible. Domino's utilized the growing influence of social media to gather public opinion via its Twitter, Facebook and You. Tube accounts. The president of Domino’s Pizza, Doyle, created an apology You. Tube video. • This message from the highest form of management of the company assured customers that Domino's was taking immediate action to ensure an instance like this would never happen again. The video brought back some of the confidence customers had lost in the company.

Lessons Learned For Mass Communications Crisis • Be Honest • Even though it’s not always what people want to hear, the truth is always the best way to go. Also, customers will most likely trust your company more if you have a reputation of being honest.

Lessons Learned For Mass Communications Crisis • Get the word out quicker. • Some people were complaining that it took 48 hours for Domino’s to apologize. I think the sooner, the better.

Costs To The Company In Real Terms • Their image and reputation was ruined. • It has taken them a long time to gain their customers trust back.

Costs to the Company in Damage • • • The two employees were immediately fired and arrested. Their sales severely dropped. The store was closed to be sanitized.

Lingering Affects Of The Crisis • • This scandal happened six years ago and the customers somewhat forgot about what happened. Today, Domino’s is extra careful to be sure another scandal like that doesn’t happen again.

Works Cited • • https: //www. youtube. com/watch? v=xa. Nu. E 3 Ds. JHM http: //www. businessweek. com/the_thread/brandnewday/archives/200 9/04/dominos_pizza_youtube_video_lesson_focus_on_standards_an d_pack_your_own_lunch. html http: //crisismanagementpr. blogspot. com/2013/02/dominos-pizzaturnaround-campaign-saves. html https: //crisiscomm. wordpress. com/2009/04/25/case-study-dominos/