Founded in 1960, Domino’s has become a world leader in pizza delivery. Dominos acquired its success by putting people first, demanding integrity and striving for customer loyalty. In 2009 Dominos was tested. During a slow Easter Sunday two employees posted a video of them doing unsanitary while preparing customers food. Dominos was thrust into the spotlight and forced to make some major changes to their franchise. The incriminating video was posted on YouTube and went viral. The video was brought to executive’s attention on Monday and they immediately began taking action firing the two employees the following day.
It took Domino’s 48 hours to respond to the video, which caused public criticism on social media. Following the scandal, Domino’s CEO, Patrick Doyle, released his own YouTube video condemning the former employees actions and announcing warrants had been issued for their arrest.
The rate the video was being viewed caught the company off guard. The next step was for Domino’s to create an avenue in which they could communicate with the public and respond to questions and comments. A twitter account, @dpzinfo, was opened by the evening of Wednesday, April 15th, 2009. The account launched the YouTube video response and became available to the public’s questions and concerns surrounding the crisis. This account diverted the negative responses and comments from Domino’s main twitter account, @dominos.
Domino’s dedicated themselves to changing their reputation through, “The Pizza Turnaround” campaign. The campaign proved successful, as sales increased by 14% in the first quarter and profits doubled. The campaign’s objective was to create awareness and strengthen relationships with customers. Domino’s did their best to change the attitude and behavior of customers by getting new customers interested in trying the new recipe, as well as winning back old customers lost to their competition.
Timeline of Domino’s response to 2009 YouTube crisis.
Did you know? Fun Facts!
There are more than 34 million ways to create a single Domino’s pizza
Domino’s delivers more than 1 million pizzas a day worldwide.
85% of the items on the Dominos menu are new since 2008
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