4. Timeline
Easter Sunday 2009
Monday Midday: Video posted, Domino’s became aware within 45 minutes
Monday Night: Domino’s headquarters confirms store location
Tuesday Morning: Found perpetrators and fired them
Tuesday Night: YouTube video reached 250,000 views
Wednesday Midday: YouTube video reaches 1 million views
7. What Domino’s did right
Caught the situation pretty early
Kept customers updated on their website
President made a statement
“No one actually got the pizza” (attempting peace of mind to customers)
Had a crisis management plan ready to implement
Honest with public
8. Tim McIntyre
“We got blindsided by two idiots with a video
camera and an awful idea”
“The phones weren’t ringing, which is why we
now know that the food never reached
consumers. We went back through the
computer system and saw that there had
been no orders taking place at the time that
this video had been shot.”
9. What Domino’s did wrong
Lack of social media presence (Twitter and Facebook)
Probably could have posted video faster
Lack of a thorough hiring process
Take more responsibility?
11. Q&A
If you were a Domino’s customer at this time, what would your feelings be
towards the situation?
How would you feel if you received the contaminated pizza? How would you
want Domino’s to respond?
Would you have done anything differently than the YouTube response? If so,
what?
12. References
Clifford, S. (2009). Video Prank at Domino’s Taints Brand. Retrieved October 18, 2016,
http://www.nytimes.com/2009/04/16/business/media/16dominos.html?_r=0
Jacques, B. A. (n.d.). Domino's Delivers During Crisis: The Company's Step-by-Step Response After a
Vulgar Video Goes Viral. Retrieved October 18, 2016,
http://www.prsa.org/Intelligence/TheStrategist/Articles/view/8226/102/Domino_s_Delivers_During_Crisis_
The_Company_s_Step#.WAYzQDKZOt8
Young, C. L., & Flowers, A. (2012). Fight viral with viral: A case study of Domino’s Pizza’s crisis
communication strategies. Case Studies in Strategic Communication, 1, article 6. Available online:
http://cssc.uscannenberg.org/cases/v1/v1art6