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I’m not a fan of Domino’s Pizza. While I applaud their innovative marketing efforts, I’m just not a fan of their product. To be fair, I’m not a fan of Pizza Hut or Papa Johns either.
However, I’m impressed with how quickly Domino’s handled their recent PR nightmare.
If you haven’t heard or seen it, two Domino’s employees made an awful video. The video even made it’s way onto Domino’s Wikipedia page. Admittedly, I only watched about 30 seconds of it. Thirty seconds was enough to gross me out. Suffice it to say, I’m not too interested in chowing down on pizza anytime soon.
A day later, Domino’s posted a response on YouTube with their President, Patrick Doyle. They also set up an official twitter account, @dpzinfo.
I’m impressed. For a major corporation, Domino’s reacted quickly. The speech was appropriate, well crafted and authentic. They responded to blog postings, specifically stating that the bloggers could post responses in their entirety. And, they are continuing to figure out ways to address this situation.
What I like:
Kudos to Domino’s for reacting quickly, but not in a knee jerk fashion. They waited just long enough to understand if they really needed to make a public response. Before making the response, they did their homework- found the store location, shut it down and took legal action against those in the video.
What Concerns Me:
There’s been talk about new commercials, emails, etc. that address the situation. I hope they walk on egg shells. Why alert people who haven’t heard or seen the video? According to Google Insights, most of the US population isn’t searching for it. However, even on Yahoo! Answers, there’s talk about it. I hope their future actions don’t make a mountain out of a mole hole.
More often than not, we’re seeing the social web craft the news stories of today. More PR agencies need to get on board. Otherwise, they and their clients are going to find a lot of cracks in their hulls.
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