Dominos brand crises after YouTube vid posting
American pizza brand, Domino’s, has responded to a video posted on YouTube showing two employees apparently defacing its food.
News of the video spread quickly through social media and the blogosphere, shooting from 20,000 views to 760,000 views in one day – the errant employees were fired and warrants were allegedly issued for their arrest.
Domino’s has also posted a statement on its corporate website.
“The opportunities and freedom of the internet is wonderful, but it also comes with the risk of anyone with a camera and an internet link to cause a lot of damage, as in this case, where a couple of individuals suddenly overshadow the hard work performed by the 125,000 men and women working for Dominos across the nation and in 60 countries around the world,” explains a statement released by the company.
In a response video posted on the company’s YouTube profile, Patrick Doyle, president of Domino’s USA, explains that the company had dismissed the people in question, taken steps to rectify employee behaviour and training, and have sterilised the restaurant.
“It’s not a surprise that this has caused a lot of damage to our brand,” says Doyle.
Doyle also apologises for the former employees’ actions and thanks consumers for their “continued support”.