Corporate crisis is defined as an unexpected event that creates uncertainty and threatens an brand's image.
According to TrendsSpotting report - Domino’s Pizza successfully handled the crisis:
the firm decided to react to the event , they have presented an apology, suggested information (both public and personal) and a promise for taking future steps. Interestingly, it chose unconventional media channels to confront their consumers, the same channels in which the crisis found its way through - social media interactions.
Consumer research will be needed to test consumers’ perceptions and behaviors in few months time. Online trend tools indicate that the buzz around it lost an interest.