Domino's set to take a social-media beating
These are wonderful times for social-media outrages. Some come like a bolt out of the blue, like the Motrin Moms fiasco. (For the life of me, I can't see what the hysteria was about. Sorry, mommy-blogging elite.) Others, like the Amazon glitch/conspiracy to remove the sales ranks of gay-themed books, are ripe for the fury of social-media channels like Twitter. And now we have Domino's. Let's face it, everyone worries what goes on behind the scenes at fast-food places. Some Domino's employees posted a video yesterday that apparently shows one of them putting snot on a sandwich and generally acting gross around food. (My favorite move, if only for its unconventional approach, the farting on the salami.) The video includes the narration, "That's how we roll at Domino's." (Maybe that's an homage to the Agency.com Subway pitch video.) The original was removed, but a copy is still on YouTube. This is not Abu Ghraib, but it's sure to strike a chord. How long before this bounces around Twitter and blogs before The New York Times weighs in with a chin-scratching 1,500-word article a week later? What's Crispin Porter + Bogusky's response? Some more "taste stimulus" ads may not counteract the cheese-up-the-nose scene. —Posted by Brian Morrissey |
|
April 14, 2009 in Controversy, Crispin Porter, Domino's, Gross, Morrissey | Permalink |
Comments
You can follow this conversation by subscribing to the comment feed for this post.
Reminds me of the YouTube video of fast food employees taking a bath in the sinks. Really can't blame Domino's for the immature actions of a few employees, just hope that they respond to it quickly before it spirals out of control.
Posted by: Mike Morris | Apr 14, 2009 3:32:51 PM
Dominos should take a beating? Only if they failed to FIRE those idiots and took too long to issue an statement regarding tightening their hiring and operations procedures.
Let's hope the PR flacks are proactive and diffuse this.
This was an appalling example of youthful indiscretion, and hopefully the tweeps out there will pause before they unleash their "pious" condemnations.
Posted by: Richard Fitzwell | Apr 14, 2009 3:39:48 PM
these employees are "super-stupid". They should be wearing capes.
Posted by: littlefish | Apr 14, 2009 3:42:59 PM
Aside from an email announcing the employees had been fired, has Domino's stepped up anywhere online in response to this issue? I'm seeing plenty of conversation, but so far, next to nothing from Domino's. http://consumerist.com/5211428/consumerist-sleuths-track-down-offending-dominos-store
Posted by: Ryan Moede | Apr 14, 2009 3:50:54 PM
Wow...complete fail. I can't believe that Domino's hasn't issued a response to this yet.
Posted by: Stuart Foster | Apr 14, 2009 4:04:09 PM
Oh come on. It's quite clear this is just another Crispin Porter + Bogusky campaign for Dominos.
Posted by: | Apr 14, 2009 4:19:10 PM
Social Media, schmedia. This will blow over in a week and people will continue to eat dominoes because it's cheap, even if it has boogers in it.
Posted by: The Honest Ape | Apr 14, 2009 4:26:20 PM
Man, the last couple of years I have had a lot of bad luck in the food industry in the USA. I think that quality has really gone out the window. At McDonald's they at least smile and try to be some what nice. But, every other place has been awful, I don't hardly ever eat out anymore. Places I have gotten deadly sick, couldn't finish the food, or terrible services
Johnny Carinos
Red Lobster
Wendy's
Burger King
Carls Jr.
Red Brick Pizza
Chilis
Its awful man...people just don't give a crap. People make 7.50 an hour, and taxes and prices have raised...These folks don't care for their job...or the quality because they don't earn enough money to care. They can get another job at taco bell or where ever..ridiculous, we should boycott places until they change.
Posted by: Rob | Apr 14, 2009 4:28:07 PM
I think they embrace the negative press and change their name to Domi-nose.
Posted by: Jon | Apr 14, 2009 4:38:00 PM
Dominos Pizza
509 10th St NW
Conover, NC 28613-2338
(828) 465-3020
its their address. Exact location.
Posted by: Kerim Incedayi | Apr 14, 2009 4:50:48 PM
I guess time will tell, but the AdAge story shows that Domino's views this as an isolated incident that isn't worthy of a formal response.
From ADAGE:
Mr. McIntyre, however, said the company decided that such a response would be akin to "putting out a candle with a fire hose."
Posted by: SMC | Apr 14, 2009 5:17:04 PM
Social media has the beauty of making this a big deal-but next week there will be something even bigger out there and this Dominos video will be forgotten-crazy how fast the digital world works.
Posted by: jessica | Apr 14, 2009 8:43:51 PM
I bet thier parents are PROUD!
Posted by: Kathy | Apr 14, 2009 11:52:10 PM
The 'Fire them but Dominos is good pizza' video is still up and is one of the smartest PR rebuttals I've seen in years.
It's gotta be PR damage control.
Posted by: Tag | Apr 15, 2009 1:25:18 AM
couple of comments:
I think Tim McIntyre, VP Comms at Dominos, did a nice job responding on posts with offensive videos (surprised he hasn't done so here, btw): http://short.to/4oz7
This also from @sglauberman of enlighten on twitter: @marksilva it would have been fun if Dominos video taped firing those employees and posted it on YouTube.
Lots of reasons why that won't happen, including that haters, trolls and other sociopaths don't play by the same rules as brands do. We take the higher road, and they exploit that. Our most beloved brands possess fans that know this and will rally around in support.
I think the best path is to take the invitation that blogs and other socialmedia represent to post a strong company position, as McIntyre has.
Posted by: marksilva | Apr 15, 2009 5:06:14 PM
