I Will Continue to Eat at Dominos Pizza
As an inbound marketing professional and a social media evangelist, I also consider myself part of the media. Anyone who cares enough about a topic and is willing to blog about it, Tweet about it and generally discuss it on the social web is in some way a part of the media.
You’ve probably heard about the two idiots who work at a Domino’s Pizza in North Carolina who thought it would be funny to shoot a disgusting video illustrating unsanitary tactics. When I heard about it and saw the video I must admit that my immediate reaction was like most others. It’s human nature to be disgusted by the video. It’s also human nature to have a negative sentiment toward the Domino’s brand (in this case).
But, I want to go on record that I will continue to patronize Domino’s (to the extent that I eat pizza from time to time). The reason for my sentiment is for the quick response from Domino’s President, USA Patrick Doyle and his passionate commitment regaining the trust of you and me (their customers). He thanked the online community for quickly alerting them to the video. His video apology is explicit about the damage to the Domino’s brand, and their commitment to clean food and outstanding customer service.
I scanned the Twitter stream around #dominos and not surprisingly there is a lot of chatter about it. However, I see some people criticizing Domino’s for nit picky stuff. They could’ve done this, or could’ve done that in the way they communicated. I don’t want to hear that crap! They responded quickly using the very same platform that has created this PR nightmare. As Mr. Doyle points out the actions of 2 idiots out of 125,000 hard working employees around the U.S. should not be the cause of a damage to the Domino’s brand, though he understands it is indeed very damaging. The two employees who shot this video have been fired and are being charged with a felony.
Below is his video apology. I encourage you to view it and consider the power of social media, both positive and negative. I believe the lesson here is even when something negative like this happens, the social media platform should be used positively not only by the brand, but by those of us who care enough to come to their defense.
You may have a different opinion. Whatever your opinion, the beauty of the blogging platform is that you get to express it. Other than vulgar language, I will not filter any opinion you may express in the comments section below. Let’s hear your opinion on this incident and the role of social media as a platform to deal with it.