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I’m a poor college kid and I love pizza! Pizza is available late at night, is easy to order, cheap to buy, and can be delivered to you. What college kid doesn’t love those qualities? I know many other people besides college students eat and order pizza many times during the week, trusting that the food they are ordering is made properly with the employees not doing wrongful things to the delicious food. Unfortunately, that does not always happen. This is shown with the situation that happened to a major pizza company, Domino’s Pizza.
Domino’s found itself in a bad PR situation when two employees filmed and recorded themselves doing nasty and unsanitary things to a sandwich before it went out for a delivery. The video was uploaded to YouTube on April 12, 2009; in only three days the disturbing footage was viewed over one million times. For days Domino’s executives were behind closed doors trying to figure out how to resolve the situation but made a poor decision in waiting three days to respond to the public about the video. During this time a lot of people were talking about it on Twitter. The PR nightmare began to blow up. Before this crisis the Domino’s Pizza Company did not have a Twitter account. On April 15, 2009, they created a Twitter account to help spread their apologies and their plans to correct the problem. The president of Domino’s, Patrick Doyle, personally responded to the video by way of YouTube.
This was a bad crisis that could have taken the company under. Although they did not respond quickly about it, I’m sure they learned their lesson. Even though it is almost exactly four years later, the company recovered from the event and is running strong, making the delicious pizza and sandwiches that they have always made.
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