Domino’s Pizza Case Study

A viral video story

Introduction
Domino’s pizza has been one of the leading fast-food chains in the world. With over $1 bn
yearly sales, it has a been able to gain the trust among the customers.
A prank by two of its employees has created a huge fuss about the quality and hygiene of
the products of the company. It is on the verge on losing trust of many of its loyal
customers. The employees play with the pizza and sandwich which is to be served to the
customer. They put the cheese stick in the nose and sneeze. It broke many laws of the food
hygiene laws. The video got viral all over. Within 12 hrs the viewers increased from 562,627
to 930,390 viewers.
The management is in a worry of how to reply the customers to the situation. They thought
need to respond to the situation to gain back the trust of the customers.

Understanding the Customer

In the age of social media, it is very difficult to stop from news floating all over. People come
to know about issues like this within no time. When it comes to the consideration of the
customer, it feels disgusting as a customer to buy any food item from there. Customer
mindset is always preventive. It will not buy the product even if the video was a prank.
Customer will change the service provider if any such discrepancies arise.

It takes years to build trust, but seconds to break it…..

The customer to believe back in the company, the company need to take a lot of effort
which should be convincing enough for the customers. A video from unknown persons will
stop them from buying from the company because the video impact on the customers is
more. They have seen the damage done to the pizza/sandwich. Whenever they will buy
anything from domino’s that imagery would always come in front of them. That’s the impact
video has on any person. Domino’s is worried about the same. It cannot stop the video been
circulated but it can surely retain the trust of the customers.

Will you ever eat at dominos after watching

this? That is the power of graphics!!!
What can Domino’s Do
Dominos need to have more impactful reply than the video originally caused. Also, when
arrested the background history of the employee was shady. The hiring policy of Domino’s is
in question. First and foremost is the retention of the brand value the company has. The
imagery in the mind of the customers should not have major implications.

Maggi example: - When Maggie was banned because of the intoxicants it contained,
Nestle came back into the same market space with a simple solution. EMOTIONAL TOUCH. It
showed that Maggie is the trust of every mother who would never feed her children any
intoxicated substance. This is one of the ideas where Domino’s can try to implement. But it
would be difficult to have an emotional attachment with the products of Domino’s. (Video
1)

Preferred Solution: - Graphics had the power to break the trust the customers had with
Domino’s. Domino’s can use the same tool to gain that trust back.

Diamonds cut diamonds

Company can launch a video campaign where a well-known celebrity can visit any domino’s kitchen
and verify the hygiene and taste the food and tell the people that nothing is wrong here. It would
have a positive effect on the customers. They would be satisfied that the company is at no fault. The
product is still the same tasty as it used to be according to the food standards. Also, Domino’s can
restructure their employee hiring program and give a positive signal in the industry that it has learnt
from its mistakes and keep the trust of the stakeholders also.(Similar to Video2- DairyMilk)

Conclusion
The company had to take care of the background the employees come from. Vigilant and sadist
people should not be hired. Even though the employees had no motives to give the customers such
a pizza and sandwich, but the video showed that the same is been served to the customers.
Customers lost the trust over the company product. Domino’s should quickly launch a campaign
where the advertisement should show the hygiene in the kitchen and also of the employees. The
celebrity when eats confidently the pizza or the sandwich would confirm the rest of the customers
that they can also have their favourite pizza.

Appendix
 Video1- https://www.youtube.com/watch?v=wuHkXi3xBzY
 Video2- https://www.youtube.com/watch?v=PH_f6qiH-Xc

THANK YOU