I Will Continue to Eat at Dominos Pizza | Vengreso

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.

Bernie Borges

Bernie Borges is Co-founder and Chief Customer Officer of Vengreso, the leader in digital sales transformation. He's also the host of the award-winning Modern Marketing Engine podcast. His book Marketing 2.0, was an early playbook in social media strategy. Bernie is also a speaker and voice over talent. He has a passion for aligning marketing, sales, and customer success for great customer outcomes and sustained revenue results. Bernie is a fitness buff and enjoys kayaking with his family in Tampa Bay.

Comments
  • Bob Linger

    Patrick Doyle's response is a perfect example of why companies must be listening to the conversations about their company in social media.
    His quick and right on point responsiveness to the problem when alerted by the online community is a model for businesses that find themselves in similar positions.
    I applaud Mr. Doyle and Domino's Pizza and while I don't eat alot of their pizza, my kids will continue to gobble it up in my household.
    The question for other businesses is…are you listening ? Your business may depend on it.

  • Marc Mandt

    I thought he did a great job. He addressed the situation directly, and was very candid about how they handled it and what they are doing going forward.

    His presentation style seemed very genuine, and this is a good example by Domino's of transparency through the use of social media.

    I also think it's good for Domino's that they have customers rallying around their brand and coming to its defense.

  • L. Mohan Arun

    I agree, I will continue to patronize ANY business that had something similar happening to it, but I am not sure I should be eating pizza, as I already have enough fat in my body. Instead, I wold prefer some greeny veggie pizza with NO CHEESE and NIL CALORIES, if little.

  • Bernie

    I agree this lesson is about listening. But, it's also about responding quickly using the same platform that created the problem…That's what Domino's did.

  • Derek Lee

    Bernie, I think this was a great post and I completely agree with you that I will continue to support Dominos to the extent that I eat pizza (which isn't all that often).

    I think it's unfortunate that some people are criticizing Patrick Doyle because I think whether he looked at the camera or not or even read from a script, he brought transparency to the whole incident, and that's what we've been demanding here for years.

    He did the right thing and I applaud him for his quick response whether he's a natural camera guy or not.

    I sincerely hope that the actions of 2 complete imbeciles does not truly affect the Dominos brand as the accountability for those actions should be left right where the handcuffs get slapped on.

  • Steve Tingiris

    I'm with you on this one too. I will still eat Domino's. It's unfortunate that this happened but there are enough good and intelligent people out there to realize that two idiots shouldn't be able to jeopardize the jobs of the many more good employees who work for Dominos. In fact, I'm betting that some will even decide to order more from Dominos to help them out.

  • Bernie

    There are many people in the social media community who feel the Dominos video is not sincere because he read a script and didn't look directly at the camera. I don't agree with this sentiment…Perhaps Patrick Doyle is lousy in front of a camera and needs a script? Given the importance of the points to get across I would've read a script too. Maybe I would've looked at the camera. But, geeze…I can't see criticizing Dominos just because he read a script and didn't look straight into the camera. To me he was sincere…That's my opinion…

  • Bernie

    There is one point which I think is worth acknowledging, which has been voiced loudly by many social media enthusiasts. Domino's initially ignored the video and hoped it would not get much attention. They did however, respond within a day (Wednesday).

    They previously didn't have a Twitter account. They started a new Twitter account in response to all the conversations about this incident on Twitter: http://twitter.com/dpzinfo. I think they'll be participating actively from now on.

    This is a big lesson to any brand who has not previously taken Twitter seriously as a social media community platform.

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