A day after a Web video showing two Domino’s employees apparently
defacing its food, the pizza chain was looking for a reasoned response. Domino’s
had located the employees and was examining its legal options, but was trying to
stay below the radar.
What a difference a day can make.
After a blogosphere firestorm, the video went from 20,000 views on YouTube to
760,000, the errant employees have been fired and warrants were issued for their
arrest. Domino’s has also posted a statement on its corporate Web site.
“The opportunities and freedom of the Internet is wonderful,” the statement
reads. “But it also comes with the risk of anyone with a camera and an Internet
link to cause a lot of damage, as in this case, where a couple of individuals
suddenly overshadow the hard work performed by the 125,000 men and women working
for Domino’s across the nation and in 60 countries around the world.”
The statement apologizes for the former employees’ actions and thanks
consumers for their continued support.
Domino’s spokesman Tim McIntyre declined to comment for this story, adding
that requests to do so were like “asking a victim to describe the crime
scene.”
Only yesterday, April 14, McIntyre said the chain would not be posting statements on the
company Web site for fear of alerting more consumers to a negative story.
He added that millions of people view the chain’s Web site every day, if only
to order a pizza. Such an approach “would be like putting out a candle with a
fire hose,” he said.
But a number of crisis experts are concerned that the company is doing just
that.
“I do think that decisive action needed to be taken and termination is the
first step,” said Gene Grabowski, senior vice president at Levick Strategic
Communications, adding that arresting the youths might not be the right next
step. “The next thing they have to do is look forward and show customers and
prospective customers what they’re doing to make sure this will never happen
again.”
First and foremost is instituting a more stringent employee-training regimen
and issuing a press release about it. He suggested that Domino’s consider
tapping a former Food and Drug Administration official as a food safety
czar.
The chain might also consider creating its own YouTube video, beginning with
an apology and then describing the quality standards at Domino’s. The chain
could drive awareness of the video through paid search engine optimization, its
own Web site and Twitter. He noted that Mattel used the strategy successfully in
the wake of the Chinese toy scandal of 2007.
Filed by Emily Bryson York of
Advertising Age, a sister
publication of Workforce
Management. To comment, e-mail editors@workforce.com.
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