April 13, 2009, two Domino's employees recorded themselves while they contaminated their customers food orders with unsanitary acts. The video showed the two employees sticking cheese up their noses before adding it to the customer's sandwich.
Steps To Recovery
Identifying and taking action against culprits
Domino's was able to capture digital images of the two employees from the video and they were able to distribute this image to all their US locations asking for the employees names and location. Domino's contacted the Health Department and police to file charges.
Removing the video
The social media team contacted YouTube and requested the video to be removed because it violated the site's guidelines. YouTube said that they could only pull the video at the video owner's request. The employee was contacted, and permission was given for the video's removal.
Response to the public
Domino's did not go public right away. Anyone who heard about the video saw the original and this encouraged its spread. The pizza joint would respond to the customers who approached the company, and they also communicated with forums that posted the video and were having discussions about the problem. Domino's never said the company did anything wrong, and that this act was something that was done to the company.
Fighting back
Domino's President, Patrick Doyle, posted his own video discussing the issue at hand. He explained calmly and sincerely while venting his anger towards the situation and how "disgusting" this act was. The video was posted to Twitter and Facebook. Watch what he has to say below!
Result
The apology video went viral and within the first three hours the video was posted, the video had over one million views. This stunt did affect Domino's sales, but not affect the company's stock price.
So, What did Domino's Teach Us?
Have a crisis team in place that will respond quickly to any situation.
Don't let the situation get out of hand.
Honesty is key
Don't let the crisis discontinue business.
The key to keeping a crisis under control is having a great team to keep the company strong during a time of need!
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