Patrick Doyle, president of Domino's USA, apologized for a video showing two employees claiming to contaminate food. He thanked those who alerted them and dismissed the employees, with warrants issued for their arrest. Doyle took responsibility and emphasized cleaning the store and examining hiring practices. While acknowledging damage to their brand, he highlighted their priority of customer trust and pride in serving quality food daily to over 125,000 employees worldwide. Doyle asked for continued support as they regain trust.

1. #ftrainings
Reparació d’imatge de marca
per crisi online
Anàlisi de cas pràctic
24 d’Agost de 2012
Carles Roca-Font
Brand manager a @Camaloon

2. #ftrainings @itnig

4. Michael

5. Kristy
“In about five minutes it’ll be sent out on
delivery where somebody will be eating
these, yes, eating them, and little did
they know that cheese was in his nose
and that there was some lethal gas that
ended up on their salami…”
“…Now that’s how we roll at Domino’s.”

6. Fancy a pizza?

7. CEO President a
US

8. Resposta Doyle a Youtube. 2 dies després

11. ESTRATÈGIES Image Repair Theory (Benoit)
NEGACIÓ
EVASIÓ DE RESPONSABILITAT
REDUCCIÓ DE L’OFENSA
ACCIÓ CORRECTORA
MORTIFICACIÓ

12. “…funny Youtube hoax”
“We thank members of online
community who quickly alerted us
and allowed us to take immediate
action"
“Although the individuals in question claim it’s a hoax, we are taking this incredibly
seriously.”

13. HOAX
A hoax is a deliberately fabricated
falsehood made to masquerade as truth.

14. This was an isolated incident in
Conover, North Carolina
REDUCCIÓ DE L’OFENSA

15. The two team members have been dismissed and
there are felony warrants out for their arrest.”
ACCIÓ CORRECTORA

16. “The store has been shut down and sanitized
from top to bottom”
ACCIÓ CORRECTORA

17. “There is nothing more important or sacred to us than our
customer’s trust”
REDUCCIÓ DE L’OFENSA Bolstering/Reforç valors

18. “We’re re-examining all of our hiring practices to make sure
that people like this don’t make it into our stores. We have
auditors in our stores across the country every day of the
week, making sure that our stores are as clean as they can
possibly be, and that we’re delivering high quality food to our
customers day-in and day-out.”
ACCIÓ CORRECTORA
REDUCCIÓ DE L’OFENSA Bolstering/Reforç valors

19. "The independent owner
of that store is reeling
from the damage of this
has caused"
“…a lot of damage to our brand”

20. “It sickens me, that the actions of two EVASIÓ DE RESPONSABILITAT
individuals could impact our great system,
where 125.000 men and women work for local
business owners around the U.S., and more than
60 countries around the world.”
REDUCCIÓ DE L’OFENSA Bolstering/Reforç valors

21. EL TEU TIET, EL PAGÈS

22. “There are so many people
who have come forward
with messages of support
for us and we want to
thank you for hanging in
there with us as we work
to regain your trust"
Més validació social

23. HOAX: 2 vegades
INCIDENT: 2 vegades
DAMAGE: 2 vegades
COST: 2 vegades
THANK (them/you) : 3 vegades

24. PREGUNTES CLAU
• Parla en detall dels fets delictius? Els minimitza?
• Diu tota la veritat? És creible?
• Fa servir l’estratègia de la negació?
• Fa servir l’estratègia de la mortificació?
• Accepta les responsabilitats de l’empresa?
• S’ajuda dels seus (pressumptes) aliats?
• Es fan suficients accions correctores?
• Fa èmfasi dels valors de la marca?
• Qui és la víctima i com evoluciona al llarg del discurs?

25. Hello, I'm Patrick Doyle, president of Domino's USA. Recently, we discovered a video of
two dominoes team members who thought that their acts would be a funny YouTube
hoax. We sincerely apologize for this incident. We thank members of the online
community who quickly alerted us and allowed us to take immediate action. Although
the individuals in question claim it's a hoax, we are taking this incredibly seriously. This
was an isolated incident in Conover, North Carolina. The two team members have been
dismissed and there are felony warrants out for their arrests. The store has been shut
down and sanitized from top to bottom. There is nothing more important or sacred to
us than our customers trust. We are re-examining all of our hiring practices to make
that people like this don't make it into our stores. We have auditors across the country
in our stores everyday of the week, making sure that our stores are as clean as they can
possibly be and that we are delivering high quality food to our customers day in and day
out. The independent owner of that store is reeling from the damage that this has
caused and it is not a surprise that this has caused a lot of damage to our brand. It
sickens me that the actions of two individuals could impact our great system, where 125
000 men and women work for local business owners around the US and more than 60
countries around the world. We take tremendous pride in crafting delicious food that
they deliver to you every day. There are so many people who have come forward with
messages of support for us and we want to thank you for hanging in there with us as we
work to regain your trust.

26. Font: MediaCurves.com. Comentaris: Elaboració pròpia

27. ALTRES ACCIONS
Joc a l’atac

29. Gràcies per venir!
Carles Roca-Font
@marphille