Czaro Strategic Communications

Domino’s Pizza went on the defensive last week because two employees violated several food handling laws, filmed their inappropriate behavior, and posted the video on YouTube. Their actions damaged the reputation of an international brand, and also made many people second-guess the safety of the food they order in restaurants.

I saw the offending video (Tuesday morning), and I wondered how long it would take for Domino’s to formulate a response and for the mainstream media to report the story. As the week progressed, I kept score and assigned grades for the job Domino’s did resolving the crisis.

• Awareness. Domino’s was on top of the situation within 48 hours – but that was way too long for a crisis. The video was posted online on Monday evening and Domino’s didn’t respond until Wednesday. All day Tuesday, people were waiting for a response. By waiting the story grew legs.
  Grade: F
• Containment. Domino’s was trying to respond in a way that didn’t alert more people to the story. They didn’t issue a press release to mainstream/traditional media, and instead tried to rally the online community, mainly bloggers. This backfired. There should have been one announcement to all – traditional and non-traditional media.
  Grade: C-
• Response. Wednesday Domino’s president, Patrick Doyle responded to the situation in a YouTube video. He thanked the online community for their help, stated that the store was being sanitized, and emphasized that hiring practices would be examined to ensure this doesn’t happen again. These are all good things. Where Doyle erred, was in his delivery. He appeared to be addressing an off-camera interviewer instead of looking into the camera at his audience. It came across as scripted, impersonal, and lacking in passion and believability.
  Grade: B-
• Resolution and recovery. Once Domino’s got on track, their grade started to improve. Looking at the crisis as a whole, they passed, but barely.
  Grade: C+

In my experience in dealing with crises, you either succeed or you don’t. You pass or you fail. You survive or you perish. Domino’s should be satisfied with their grade, knowing that next time they’ll be better prepared.

All other food-service providers should pay attention, because when videos become viral, they usually attract copycats. Consider yourselves warned.