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Uploaded byShannon Madden
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Dirty Domino's Case Study

Two employees at a Domino's pizza store posted a video online of themselves doing disgusting things to food intended for delivery. The video went viral quickly. Domino's responded swiftly by confirming the store location, firing the employees, and having the president acknowledge the situation and assure customers the food did not reach anyone. While Domino's response was timely, the summary recommends Domino's improve social media presence, hiring processes, and take more responsibility for the actions of employees.

Presentations & Public Speaking◦
DIRTY DOMINO’S Shannon Madden & Elisabeth Dichiara
Kristy Hammonds and Michael Setzer
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
Target Audience Domino’s customers Organizational stakeholders Pizza lovers
Domino’s Response
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
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.”
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?
Recommendations Don’t ignore social media Put apology video in more places Don’t hire stupid people
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?
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