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Domino's Response to Viral Video Scandal

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by

Melinda Roeder

on 17 August 2015

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Transcript of Domino's Response to Viral Video Scandal

March 2009
April 2009
March 2015
January 2010
Domino's Response to Viral Video Scandal
Employees Mishandle Food
Mar. 2009
- Two employees at a Domino's pizza store in Conover, North Carolina, record themselves handling food in an unsanitary manner and then post the videos onto www.YouTube.com. The video depicts such vile acts as a worker taking shredded cheese from his nose and placing it onto a sandwich. The footage also depicted a worker taking his hand out of his pants and then handling ingredients.
The video went viral
.
It got more than
a million views

within days.
Traditional media outlets pick up the story
Within two weeks of the video post on YouTube, traditional media channels - local and national - begin to cover the story of the crime and subsequent arrest of the individuals involved.
Domino's president responds to the viral video
Domino's President, Patrick Doyle, responds to the viral video scandal by posting his own video on YouTube, which serves to acknowledge the incident and apologize to customers.

The company also creates a
Twitter account,
@dpzinfo
,
to respond to concerns
and complaints.
Soliciting customer feedback
Domino's corporation begins soliciting customer feedback on its website, by enclosing survey forms in delivery boxes, by tracking social media comments, and by hosting focus groups with researchers. Much of the feedback was negative.

Turnaround Campaign
Dec. 2009
- Domino's uses feedback data to create its
"Turnaround

Campaign,"
an attempt to re-brand its product with quality ingredients and fresh menu options.
Social media responses
Jan. 2010
- For optimal distribution to social media audiences, Domino's purchases a banner ad on YouTube's home page, which included a
15-second commercial.
Continued Social Media Success
Mar. 2015
- (6 years after the initial viral video scandal) -
Domino's continues to grow its social media platforms.

Videos
posted on Domino's YouTube channel:
48

Subscribers
to Domino's YouTube channel:
4,868

"Likes"
on Domino's Facebook site:
9,954,880

Followers
on Domino's Twitter feed (@Dominos):
786k

coverage from NBC's "Today Show":
coverage from WCNC-TV:
Domino's creates a new website:
PizzaTurnaround.com

as a platform to launch a
4-minute documentary-style
video and series of TV spots.
Financial success:
Domino's sales increased nearly 15% in the first quarter following the launch of its Turnaround Campaign.
New York Times
article on how the viral video is harming Domino's brand:
http://www.nytimes.com/2009/04/16/business/media/16dominos.html?_r=1&
http://content.time.com/time/nation/article/0%2c8599%2c1892389%2c00.html
Time
magazine article on the Turnaround Campaign:
Domino's Crisis Response
President Patrick Doyle effectively utilized several strategies as recommended under SCCT guidelines, including:
- apology
- compensation
- reminder
- ingratiation
- victimage
Full transcript