Dominos has addressed the story below, albeit quite cautiously.
In a AdAge article Dominos spokesman Tim McIntyre said “Any idiot with a webcam and an internet connection can attempt to undo all that’s right about the brand,” he said, adding that Dominos has 125,000 employees in 60 countries and a loyal following. “In the course of one three-minute video, two idiots can attempt to unravel all of that.
”As we predicted, they also went on to say the chain is looking into what can be done to prevent this in the future, but there’s only so much a marketer can do. “You can be the safest driver, you know,” Mr. McIntyre said. “But there’s going to be that Friday night someone’s drunk and comes from out of nowhere. You can do the best you can, but there’s going to be the equivalent of that drunk driver that hits the innocent victim.”
You have to appreciate what is being said here. I like McIntyre’s analogy. How could they have been prepared for this? It would be great to be able look into the marketer’s crystal ball and be prepared for this by putting together the “Employee Puts Cheese Up Nose Online Task Force”, but let’s be realistic. Reputation Management sometimes has to be reactionary. It’s the nature of the beast. I couldn’t find an American Twitter page, but the Australian corporate Twitter page for the company has responded.
Dominos is staying transparent and authentic here. They are addressing it immediately, admitting everything and being quite realistic about the situation. If they were to do any more it would probably be self defeating. So at this point Dominos should get high marks for this situation.