BY: M K P E G RA M

CRISIS COMMUNICATION CASE STUDY

DOMINO’S PIZZA

THE CAUSE• Two North Carolina

Domino’s employees videoed and uploaded to YouTube a video of them “doing gross things” to the food they would be delivering.• The company made a

statement saying it was just a prank and the food was never delivered to Domino’s customers.

TIMELINE

• April 13: Video posted to YouTube, spokesperson was notified • April 14: Employees fired and the rest of the

company was informed what had happened• April 15: Apology was posted on YouTube,

Domino’s made a Twitter account, and the employees were charged with a felony

http://www.prsa.org/Intelligence/TheStrategist/Articles/view/8226/102/Domino_s_delivers_during_crisis_The_company_s_step

RESPONSE FROM THE PUBLIC

• Customers were wondering what was put in their food without them having knowledge of what was happening.

DOMINO’S RESPONSE

• The company responded in about 48 hours. To some PR professionals that was too long. • They took to social media, making a twitter

account to address what the 2 employees had done. Domino’s president posted on YouTube, “It sickens me that the actions of two individuals could impact our great system.”• They removed the YouTube accounts, fired the

employees and sanitized the store.

http://crisiscomm.wordpress.com/2009/04/25/case-study-dominos/

MY THOUGHTS

• I am impressed at how Domino’s handled the situation, probably without much preparation. In my opinion they have restored most of their public image after a lot of advertising and gaining the public favor once again. I am glad that the employees were arrested for what they did.

LESSONS LEARNED

• Know your target audience• Monitoring social media is crucial. In our time,

this is probably the most important lesson any company can use.• Being ready to respond quickly• Show that this issue matters and you want your

customers happy

SOURCES

• http://crisiscomm.wordpress.com/2009/04/25/case-study-dominos/• http://www.prsa.org/Intelligence/TheStrategist/

Articles/view/8226/102/Domino_s_delivers_during_crisis_The_company_s_step• The word document for the assignment