Domino's Pizza Case Analysis: How Should The Company Move Forward?

Domino’s Case Analysis Name Course Tutor Date Video Critique The video effectively highlighted how in April 2009, two Domino’s Pizza workers posted an online YouTube video that sent the entire franchise into a severe social media crisis. The viral video contained two employees that were committing serious health department violations (Dortmans, 2011). These violations included sticking cheese inside their nose and other acts of indecency which were highly negative for Domino’s Pizza. This video was viewed almost one million times and posted on numerous blogs and message boards across the internet. Meanwhile, online conversations started exploding concerning this incident through social media sites. The video was highly incisive as it stated that after this incident, Domino’s Pizza had to control the crisis and almost a week later, the enterprise made the choice of posting a YouTube video response that included Mr. Patrick Doyle. This response includes an apology to customers, shareholders and everyone affected (Dortmans, 2011). Mr. Doyle additionally thanked their loyal customers and other members of the online community that alerted the company and allowing them to take immediate action. The video indicated that the response was suitable considering that Domino’s Pizza had not developed an effective social media platform that could have easily handled the issue. However, it was significantly delayed and the company did not anticipate the pass-value or nature of the video and also the level of exposure and attraction the video had already gained (Dortmans, 2011). They also hoped that the attention would subside, however; the controversy only escalated further leading to a decrease in the number of customers frequenting the enterprise. What the company needs to say The company needs to reassure all the parties affected that the enterprise is fully aware and in control of the situation. The company should have also emphasized that they have begun investigating the incident and a full statement concerning the findings would be released once the company knows more (Gregory, 2009). If the company focused their response on this, they would have reversed all unnecessary and additional damage that was caused by individuals that wondered where the company was throughout the explosion of the incident. Domino should also integrate their social media into crisis communication strategies that would develop a framework that would monitor customer reviews and other social media dialogue. The company should also have responded to the nature of their social media framework and the reasons for its nonexistence during the period of the crisis (Kim, 2016). This would provide the rationale for their slow response and satisfy the affected parties on their delayed action. Effective medium for the company The enterprise should mainly focus on developing its electronic media in delivering its message. Electronic media such as the use of the internet has numerous benefits of the organization. This will typically i...