Dominos case study

Domino's is famous pizza restaurant chain. this is the case study of domino's that how they face online crisis and ethical issues in business and how they resolve it.

1. Domino’s Pizza Ethical issue PRESENTED BY: Kashmala Khalil 1

2. 2 OVERVIEW INTRODUCTION VISION AND MISSION STATEMENT CASE SUMMARY STAKEHOLDERS ANALYSIS TIME LINE WHAT DOMINO’S DID RIGHT WHAT DOMINO’S DID WRONG CONCLUSION

3. 3 INTRODUCTION url 1: http://kidskunst.info/linked/the-history-of-dominos-pizza-746865.htm url 2: http://icon-construction.com/modular-restaurant/ American restaurant chain Founded in 1960 Second – largest pizza chain in the U.S Opened first international pizza store in Canada 12,500 stores in more than 86 countries Delivers more than 1 million pizzas per day worldwide

4. 4 VISION AND MISSION STATEMENT Maintaining high standards of the international chain of   pizza delivery and provide the experience of an excellent product with excellent customer service. Exceptional People serving the best pizza in the world. Sell more pizza. Have more fun. The Mission To be the best operator Domino's Pizza system with the best talent. Number one in pizza. Number one in people The Vision url: http://dominos-pizza-cobat.blogspot.com/p/mission-and-vision.html

5. 5 CASE SUMMARY On Sunday the 12th of April 2009, two Domino’s employees from a branch in North Carolina upload a film on YouTube The footage is filmed while they are at work showing disturbing images of themselves violating health codes with unsanitary actions, whilst preparing food e.g. putting cheese up his nose before putting it into sandwich etc. Above: An image of the footage that was available from YouTube before the video was removed

6. 6 Kristy Hammonds and Michael Setzer

7. 7 DOMINO’S ONLINE CRISIS The video becomes a viral sensation with more than a million hits on YouTube 3 days after it was uploaded   65% of respondents who had visited Dominos Pizza say they would not visit Dominos Pizza after seeing video (source Wall Street Journal, HCD research, 2009) url: https://aaronallen.com/blog/dominos-turnaround

8. 8 TIME LINE DATE EVENTS April 12, 2009 Video posted to YouTube Video reaches 29,000 views within hours of posting.   April 13, 2009 Domino’s is alerted to video by the Consumerist.com (Monday morning) Domino’s identifies location of store where the video was filmed. (Monday Evening) April 14, 2009  Hammonds and Setzer (employees) fired by Domino’s   Health department and local police contacted by Domino’s Twitter traffic becomes noticeable Between Tuesday and Wednesday, the video jumps from 29,000 views to 700,000

9. 9     DATE EVENTS April 15, 2009  Video surpasses 1 million views. Video is removed from YouTube by Hammonds. Hammonds and Setzer face felony charges for distributing prohibited foods and report to Conover Police. The hoax is found in 5 of the top 12 search results presented by Google to users. Twitter account is created by Domino’s Domino’s CEO (Patrick Doyle) responds in a YouTube video. Domino’s video response has 330,000 views when first press conference is held

10. 10 STAKEHOLDERS ANALYSIS Domino’s customers Employees Domino’s CEO Media Government Pizza lovers Dominos customers Employees CEO Media Government Pizza lovers

11. 11 Delayed reaction- alert was heard late Silent when answers were needed Reacted after they were contacted by consumer affairs blog site Lack of strategy for digital crises management Lack of social media presence Lack of employee policy on social media use and communication WHAT DOMINO’S DID WRONG url:https://www.express.co.uk/news/uk/929271/uk-pizza-domino-growth-sales-online-order-brexit

12. 12 Response through traditional media and social media CEO video response on YouTube targeted core audience Create twitter account to engage in dialogue with consumers and response to negative comments   President made a statement “No one actually got the pizza” (attempting peace of mind to customers)  fired the two employees WHAT DOMINO’S DID RIGHT url:http://alshammriy.blogspot.com/2013/08/week-5-social-media-crisis-legal-risks.html

13. 13 CONCLUSION PR professionals at Domino’s pizza implemented both the reactive and recovery phases as well, once the issue became critical. They initiated a crisis management plan by establishing communication channels with the target audience through social media. They also implemented reputation management and image restoration when they decided to reinvent their pizza with a campaign called Pizza Turnaround by using an extensive media coverage, documentaries, promotions, advertising, etc. Once the crisis was overcome, they started implementing the proactive and strategic phases of establishing constant communication with customers through social media channels, with a strategy to pay special attention to customer feedback.

14. 14 THANK YOU