Domino’s Content Analysis Devang Kothari 08-01-2021 PDF

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DEVANG KOTHARI CCM 745 SAA

DOMINO’S CONTENT ANALYSIS The issue: On the Easter Sunday of April,2009. Actions of two employees in a small outlet in North Carolina lands domino’s pizza into trouble related to a scandalous video posted on YouTube. The video showed one employee sneezing on the garlic bread and then sticking the cheese in their nose, and packing the adulterated food item for delivery and their colleague filming it and uploading it on YouTube. They committed a health department violation. The video reached over a million views within 48 hours of it being posted.

Goal: 1. The primary goal of Domino’s was to regain the trust of their customers. 2. The immediate goal of Domino’s was to identify the two employees and take strict actions towards them. 3. Managing the reactions they were receiving due to this video. 4. Final goal of Domino’s was to make sure such an incident doesn’t repeat itself.

Strategies used: The primary strategy used by Domino’s to tackle this issue was Crisis management and Situational analysis. Domino’s followed this in a step wise process. 1. Observing the situation. 2. Cross check the information internally to identify the preparators. 3. Choose alternative strategies. 4. Put the solution into action. Domino’s also adopted a few new strategies. 1. Identifying the crisis team. 2. Social listening. 3. Immediate response. 4. Expansion of supply chain. 5. Overseas expansion of the brand.

Tactics used: Domino’s used the following tactics to deal with the situation at hand. 1. Identifying the core team to handle the situation. 2. fast-tracking the launch of their social media team. 3. Being honest about the issue. 4. CEO delivering an apology for what had happened and speaks about the actions they’re taking regarding the same. 5. Using YouTube as a medium to showcase their side of the story. 6. Communicating with the consumerist, the health department and News agencies. 7. Making people aware of what happened and what measures were taken by Domino’s in its response.

DEVANG KOTHARI CCM 745 SAA

Outcome and Measurables: The cost that Domino’s would have to pay for this act was still undermined because of the global reach that Domino’s had Negatives 1. A nationwide study conducted by HCD research using its media curve website found that 65% of respondents who would visit or order from Domino’s were less likely to do so. 2. Customers who were loyal to Domino’s for 10-15years were now second guessing. 3. Being branded as worst tasting pizza available in the same year. Positives. 1. Domino’s stock price doubled in one year and today it is over $377 in NYSE. 2. Domino’s Live: over the course of a month, the site had over 250,000 unique visitors, over 1,000,000 page views, the project earned 375Million media impressions. 3. Domino’s overtook Pizza hut in 2017 in becoming the world’s largest pizza chain. 4. Today Domino’s has over 15,000 stores globally.

Implications for future learning, The “Now what”: 1. 2. 3. 4. 5.

Delivery within 30 minutes. Having a much wider social media presence Social listening Complete transparency with customers Respond faster than 48 hours.

Anything else they could have done?: The entire issue spiraled up because there was no floor manager present in the kitchen at that time. The only different thing they could have done is add one more floor manager, then there is someone overlooking the employees at all times and chances of such mishap also reduces.

References: 

https://www.youtube.com/watch? v=llnZn7vLV20&t=3s&ab_channel=SOS.MARKETING %7CWebDesignandDigitalMarketingAgencyDubai

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https://apps.prsa.org/Intelligence/TheStrategist/Articles/view/8226/102/Domino_s_De livers_During_Crisis_The_Company_s_Step#.YBqEoHczbvU

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http://cssc.uscannenberg.org/wp-content/uploads/2013/10/v1art6.pdf

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https://www.forbes.com/2009/04/24/dominos-youtube-twitter-leadership-cmonetwork-marketing.html?sh=12342c3b434d

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https://surface.syr.edu/cgi/viewcontent.cgi?article=1900&context=honors_capstone...