Anyways, Dominos obviously had a public relations crisis on their hands after the video became popular knowledge. I mean, afterall, I wouldn't be too quick to order a pizza from there after seeing that, even if I knew that MY Dominos probably was clean and law-abiding.
Dominos launched the usual crisis measures by reaching out to those who were aware of the video, and firing the employees responsible for this fiasco. They even filed for the arrest of the two offendors. The pizza franchise was criticized by some after this, for not taking a full-blown PR course of action. However, it seems as though Dominos was considering a different approach to the crisis.
Dominos seemed to recognize that an online crisis may be better handled with an online response. In the days after the incident, Dominos launched its first corporate Twitter account (dpzinfo) and vowed to "listen" to consumer's concerns regarding the video and other issues. They also posted information on the incident to its corporate Web site, and released its own YouTube video featuring the company's president Patrick Doyle. Doyle apologized to consumers for the incident and explained what the company would do to rectify the situation.
Using social media and online tactics, Dominos has responded to a crisis in a more direct way, allowing for direct feedback. I'm very curious to see how well this pans out for them!
1 comment:
Shame that Dominos Pizza was late onto Twitter though, as someone took the trouble of taking their ID a long time ago.
It's claimed to be for sale from here:
http://bit.ly/8RBRW
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