On Tuesday, 15th April, from Conover Branch of Dominos in North Carolina, the pizza giant, Dominos got a reputational shock, when two individuals created most appalling videos online!
According to the news articles, the footage contains, an employee putting cheese up his nose and passing wind on a sandwich. As he appeared to tamper with the food, a woman said, “In about five minutes, it‘ll be sent out on delivery where somebody will be 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”
It was a huge shock for people who love this brand so much. What on earth these people were thinking of? Thank God! A blogger alerted the company people about the Youtube video, which was already viewed by a million people online. The company started healing its own wound, through pro-active and direct online response. The video was immediately removed from the site. Through twitter.com they answered millions of queries, that really helped them to clarify things in a more interactive and simple way. They also published an official response on their website, and apart from that , they uploaded a video on Youtube! In that video the President, Dominos, US, has clarified the whole situation, which is the best thing to do when you are handling a crisis situation!! Just watch the video below:
According to the news articles, the footage contains, an employee putting cheese up his nose and passing wind on a sandwich. As he appeared to tamper with the food, a woman said, “In about five minutes, it‘ll be sent out on delivery where somebody will be 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”
It was a huge shock for people who love this brand so much. What on earth these people were thinking of? Thank God! A blogger alerted the company people about the Youtube video, which was already viewed by a million people online. The company started healing its own wound, through pro-active and direct online response. The video was immediately removed from the site. Through twitter.com they answered millions of queries, that really helped them to clarify things in a more interactive and simple way. They also published an official response on their website, and apart from that , they uploaded a video on Youtube! In that video the President, Dominos, US, has clarified the whole situation, which is the best thing to do when you are handling a crisis situation!! Just watch the video below:
In the old PR world many companies would have used their legal clout to stop information as the staff video being used in the media. Today, in the web 2.0 world, nothing can now stop such things being published, copied and distributed. I think that Domino's did a good job dealing with the problem and acted swiftly and decisively. Some companies still think they can control what is put out on the Internet, rather than dealing with it and moving on. The Internet has changed the rules and the companies must acknowledge that and change their actions accordingly. Otherwise the damage could be terminal. Well done, Domino's.
ReplyDeleteI agree that it was a good choice to post a video on you tube, where the damaging video was...however i am not sure if is it convincing enough..or if it will have the same impact the other video did in order to regain customer trust. I have heard of jokes made of Dominos sanity several times in the past...and i think it is a bit re-active, that they decided to actually make a statement of their good quality and hygiene only after a crisis...! reacting on you tube sounds to me as the most natural thing to do in todays day and age...i would have been shocked if they hadn't...
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