The Domino's Effect

By: Emily Lowe

In 2009, two Dominos employees’ light-hearted actions created a full-blown crisis for the company. A slow work day inspired the duo to take a video of themselves doing unsanitary things to people’s food and posted it to YouTube. It didn’t take long before the video went viral.

For 48 hours the media waited for Domino’s response to the video prank. (Clifford, 2009)

Dominos decision to release their initial response via YouTube is an example of the Uses and Gratification Theory.

The Uses and Gratification Theory states that:

• People are active users and consumers of media
•  Audiences are responsible for choosing media to meet their needs and gratification
• Power lies within consumer with the assumption the consumer has a clear and intent use

CEO Response

In this example I would argue that Dominos made the choice to release their response on YouTube because it’s the same channel that the crisis originated. This allowed them to reach their core audience. As the Uses and Gratification Theory states, people chose the media they consume and they do so with a purpose. If Dominos customers and its many other publics were interested in the scandal they would choose to watch the YouTube video as it most directly meets their needs. It’s also safe to assume these same people would want to hear what Dominos has to say for themselves. By positioning Dominos response video alongside the incriminating video they were able to maximize the videos exposure and make sure their message reached the greatest number of people.

The goal of Public Relations is to establish and maintain mutual lines of communication between a company and its publics. Dominos decision to release their response and sincere apology on YouTube sent the message to their publics that this isolated event was not an accurate depiction of who they are and what they represent as an organization.

Domino’s Vice President of Communications, Mr. McIntyre said, (Flandez, 2009)

“This was a rogue act of two individuals who thought they were being funny. They do not represent this brand. They do not represent the 100,000 people who work every day at Domino’s Pizza all over the world”. Dominos was faced with a major crisis but its Public Relations team was able to deliver.

References:

“Domino’s President Responds To Prank Video.” YouTube. YouTube, 18 Apr. 2009. Web. 09 Dec. 2013.

Flandez, Raymund. “Domino’s Response Offers Lessons in Crisis Management.”Independent Street RSS. The Wall Street Journal, 20 Apr. 2009. Web. 24 Nov. 2013. http://blogs.wsj.com/independentstreet/2009/04/20/dominos-response-offers-lessons-in-crisis-management

Levick, Richard S. “Domino’s Discovers Social Media.” Bloomberg Businessweek. Bloomberg Businessweek, 21 Apr. 2009. Web. 10 Dec. 2013.