In 2009 the international fast food chain Domino’s Pizza faced a crisis when a video was leaked on YouTube showing two employees preparing Pizzas while doing pretty disgusting and unhygienic things to the food. The video is now no longer available but had almost 1 million clicks before it was put down.
Domino’s dealt very well with that crisis concentrating on social media to overcome this situations. First a video on YouTube was published showing the President of Domino’s Pizza facing the incident, apologizing, telling where the incident happened and how Domino’s will deal with it and thanking for support and trust. Also a Twitter account was created on which Domino’s kept contact with costumers, updated on a regular basis about the incident and promoted positive coverage. Also they apologized for what had happened and did not stop to thank their loyal costumers for their ongoing support.
The employees seen in the video were identified and lost their jobs.
This case shows how quick a company can be put into a crisis and how easy information that is not intended for the public or better kept within a company reaches a large audience.
Apology Video of Domino's President Patrick Doyle
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