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Domino’s pizza, sneezing employees, and your reputation…
By Ken Varga | May 30, 2009
I was watching the morning news, and the reporters were talking about a video that was on You Tube about Domino’s Pizza, and about how two of their employees in North Carolina taped themselves sticking sticks of cheese up their nose and sneezing into a sandwich, and using the cheese sticks they stuck up their nose into the sandwich.
Well you can imagine the uproar individuals seeing this video felt about Domino’s Pizza.
I was left wondering what Domino’s could have done to limit the damage that occurred when the video appeared on You Tube?
All of us, at some point, could have negative publicity staring us in the face. I doubt if we could absolutely avoid it occurring, but there are mechanisms that could be in place to react immediately.
I say “immediately”, because Domino’s didn’t react positively immediately. When it did respond, it issued a statement to the press and created a Twitter account to answer any questions the public might have had. They also created a You Tube video, where the president Patrick Doyle, conveyed his outrage, announcing the arrest of the workers, and extra vigilance in hiring.
These types of responses could be too little, too late these days. First of all Doyle’s apology came 48 hours after the video was posted, after it was viewed nearly one million times, and it also had a lot of play on other social media sites. Individuals on Twitter were wondering about Domino’s silence.
Even LinkedIn created a forum on what the company should do.
If there is a lesson here, it’s that companies must have an active presence on the Web to monitor their brands continuously and to enlist loyal customers to help deal immediately with any damage.
Pizza Hut, a competitor, just announced it is seeking a Twitter-based intern to monitor its reputation online. And Domino’s now has their own Twitter account with over 1000 followers.
So, have a monitoring mechanism in place, then react immediately.
Let me know your thoughts about this, and other suggestions you might have for other companies. For example, what should a real estate firm do, a Medical provider do, or others?
Topics: Business ideas | 4 Comments »
May 31st, 2009 at 5:19 am
Hi Ken!
Regarding the Donino’s Pizza incident…I agree with you on your comments.
The advertising company that I am with AVGA is now using Tweeter for instant communitation with our advertisers.
Thanks for your insight in the business world.
Cheers!
Chas
[Reply]
May 31st, 2009 at 9:57 am
You’re absolutely right, Ken. And in your Domino’s Pizza example, it was astounding to see that even before 48 hours had passed, bloggers and Twitter users were wondering what was taking Domino’s so long to respond.
Companies MUST be prepared to jump on negative publicity immediately. Determine in advance of any problem who should handle it. It may be a PR person who has agreed to take your phone call in the middle of the night if need be to get the jump on negative publicity. A company may also have a web-savvy employee engage in ongoing Reputation Management activities.
Steps should be taken to manage your identity, manage your reputation, and manage your online profiles. This is going to be a growing field, and could certainly be a thriving business for someone!
[Reply]
June 3rd, 2009 at 4:10 pm
What is the correct reaction?
The reaction in this case should be disassociation, no reaction to Pizza Hut’s bad publicity!
The correct action is to promote Domino’s along the same successful high road taken by the Nation’s Third Largest Pizza Chain “Papa Johns” which is “Only the Freshest Ingredients Papa Johns”!
You can be sure that “Domino’s” Excecutives were well aware of the Pizza Hut Fiasco. To Take it a Step Further, Pizza Hut’s newest National TV ad Concoction directly contradicts our Nations ever growing campaign to battle poor nutrition!
Domino’s took the best action which in this case was No Reaction, No Association!
All the best,
Ronnie B.
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June 4th, 2009 at 10:07 pm
Ken, Regarding your Domino’s Pizza/ Pizza Hut Reaction.
A Red Flag issue without a doubt!
Domino’s Statement in light of You Tubes “Prankster Reputation” and suspect disclaimer policy was thoroughly investigated and specifically targeted the problems that all food related businesses have faced in the past and will continue to deal with.
Below is a real example which triggered my reaction to the word “ Pizza Hut”, an incident which happened in our local community and cost the owner of our local franchise owner a highly profitable and dominant position in our local market.
Approximately Thirteen Years Ago, Pizza Hut Employees from our local Richboro Pizza Hut were caught and convicted of defecating in the Pizza Hut, Pizza Sauce! Even with the tremendous competition from “Local Handmade Pizza Shops, Pizza Hut was the preferred Pizza of almost every pre teen through High School Student in our Area as well as the Pizza Hut in Newtown our neighboring community. Needless to Say the Pizza Hut of Richboro closed within six months and the Newtown Pizza Hut suffered from the backlash and was forced to close a few years later.
Ironically, Two Domino’s Franchise opened, one in Newtown and Richboro soon after the original incident, with only the Newtown Domino’s still in operation.
http://www.foodfacts.info/blog/2006/08/alleged-food-tampering-at-pizza-hut.html
Based on today’s law suit happy society, I for one am not surprised by the “Legally Calculated” response time in which Dominos Reacted! There are many other documented accounts of food horror stories including the infamous “Kentucky Fried Rat”. “ Food Sabotage” is a very serious concern to all innocent Consumers and Producers of Contract Food Processing , Retail Grocery, Institutional, Commercial, Specialty Event Catering, Fast Food and Fine Dining Establishments and is taken very seriously and demands the following of FDA, State and Local inspection guidelines as well as costly Liability Insurance!
Was Domino’s asleep at the wheel? Absolutely Not! Domino’s in fact may even benefit from sympathy backlash! Definitely not worthy of the highly suspect Tabloid Digital Gossip on Twitter! lol
Another Coke Fiasco in the making! For Sure!
2:01
Disgusting Dominos People – Domino’s Responds
Patrick Doyle, President, Domino’s USA, responds to video of (now former) Domino’s team members. Follow us at twitter.com
1 month ago 718,261 views dominosvids
1:44
“Youtube” Domino’s Pizza Workers arrested, charged.
From WSOC-TV in Charlotte (4-15-09): Former Domino’s Pizza employees in Newton-Conover, NC were charged with food tampering after an online video …
1 month ago 173,659 views ebonygentleman79
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