Domino's Employee Video Taints Food and Brand

"We sincerely apologize for this incident," said Doyle. "We thank members of the online community who quickly alerted us and allowed us to take immediate action."

McIntyre said the company made an effort not to hide anything, and despite a rapid response that addressed the public's concern, the company could have responded even faster.

"If there is a lesson here," he said, "it is to move faster than we did."

Companies are quickly realizing that social networks give customers an outlet to air grievances and stage a protest in a matter of hours, said Joseph Jaffe, president and chief interrupter of Crayon, a new media consulting company.

Earlier this week, Amazon.com issued a dry boilerplate press release in response to thousands of angry customers who found each other on Twitter and complained that the bookseller had removed gay-themed titles from best-seller lists.

In November, mothers enraged by a Motrin ad that suggested carrying babies in a sling was a painful trend created enough public outrage online to get the company to pull the ad.

Similarly, redesigned Tropicana containers were pulled from the shelves after an angry Twitter storm struck the company and forced a reversal.

The Internet has changed the public relations landscape for companies. It seems they no longer can ignore customers and hope problems disappear.

"The original [Domino's] video has [been] removed from YouTube and yet still out there," Jaffe said. "It has been duplicated, cloned, ripped and rebroadcast. This is the first time companies are learning that once something is out there, it's out there. No one is quick enough to destroy them or pull them down, so you have responded intelligently."

Jaffe lauded Domino's for its response but said the company made two mistakes.

For one, the company should have "blasted a press release" rather than targeted blogs.

Secondly, he said, Domino's and other companies have to be better at listening to the Internet. Corporations, he said, should monitor what is being said about them and actively engage those people to positively change what people think about them.

-- This embed didnt make it to copy for story id = 7355967. -- This embed didnt make it to copy for story id = 7355967. -- This embed didnt make it to copy for story id = 7355967. -- This embed didnt make it to copy for story id = 7355967. -- This embed didnt make it to copy for story id = 7355967. -- This embed didnt make it to copy for story id = 7355967.
Page
  • 1
  • |
  • 2
Join the Discussion
blog comments powered by Disqus
 
You Might Also Like...