The pranksters became overnight stars on on Youtube, and several days later, Dominos Youtube response was posted. Doyle replied with a focused and straightforward demeanor to defend the company's reputation online. The video is posted on Dominos Youtube Channel, and Dominos Twitter.
We thank members of the online community who quickly alerted us so we could take immediate action. The independent owner of that store is reeling from the damage that this has caused and it's not a surprise that this has caused a lot of damage to our brand.It sickens me that the actions of two individuals could impact our great system where 125,000 men and women work for local business owners around the US and more than 60 countries around the world.
The store has been sanitized from top to bottom. Nothing is more sacred and important than our customers' trust, and we're re-examining our hiring policies to make sure that people like this don't make it into our stores. We have auditors in our store every day of the week making sure our stores are as clean as they can possibly be and that we're delivering high quality food to our customers, day-in and day-out.
Doyle's response illustrates how damage control strategy has evolved in the Youtube Era. I asked Allen P. Adamson, the managing director at Landor and author of Brand Digital,for his take on Dominos' response. He appreciated the angle and focus of the company's message.
Youtube is very personal storytelling and the best to way to respond to it is to make it personal ,and not David vs Goliath. David is always going to be preferred, even if David is behaving badly.
A big company needs to make themselves smaller. Doyle made it personal, without a fancy suit and tie, He's not sitting at a slick desk, and it was shot in-store. Dominos didn't respond as a big company, they responded as individuals to make it a David vs. David discussion.
Adamson outlined the ideal response strategy for a company that encounters a PR crisis:
Be as transparent as possible.
Be honest.
Move incredibly fast.
Respond strongly, with all the tools at your disposal.
In my opinion, Dominos made its smartest move was when it shifted the focus from the corporation to the store owners and the 160,000 employees who are just trying to make a living. By emphasizing the value of individual workers and reaching-out through social networks, Dominos portrayed itself as a corporation that's in touch with the average American consumer.
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