Introduction

On Sunday the 12th of April 2009, A men name Micheal Setzer and a women name Kristy
Hammonds two Domino’s employees from a branch in North Carolina, Us. The footage is filmed
while they are at work, showing disturbing images of themselves violating health codes with
unsanitary actions, whilst preparing food example putting cheese up his nose before putting it into
pizza and not only into pizza he also putting nasal mucus on the sandwiches, and violating other
health-code standards while a fellow employee provided narration.

The women Kristy Hammonds uploaded the video on YouTube and in a matter of days, the video
had been viewed more than a million times and Domino’s had an instant crisis on its hands even
the original video has been removed, but copies are still easily available online thru by different
viral media channel, at the moment, references to it were in five of the 12 results on the first page of
Google search for “Dominos” , and discussions about Domino’s has spread throughout Twitter.
After the crisis is become sting, both employee announced that is a prank and the unsanitary food
was never delivered but who know that. And this crisis let 65% of respondents who is the customers
of Domino say they would not visit Domino again after seeing video. And also at that time, this
both employee facing felony charges for distributing prohibited foods and get fired from the food
chain.
Analyze how the organization managing the crisis :

1. How the organization response to the crisis?

After the video spread in social media and become viral , the domino organization are forced to take
immediate action to response for the crisis. But the organization take too much of time to respond
for this crisis to the public. There have no any statement until 48 hours. Behind the reason for the
late reply are Domino’s pizza doesn’t have any social media account to detect the issue but they
quickly notified about this crisis because of their loyal fans. Nobody know how long it might have
taken for them to detect and react for the crisis, but it’s take much time to response.
After they detect the problem, the biggest mistake they do are forgetting to let the public know
the action that make by the Domino’s pizza because they take action are behind the closed doors.
For example, they identified the two employees and dismissed them from the company and put a
warrant out for their arrest. Public don’t know anything about this Domino’s quick action , so they
talking wrong things in correct way through social media. The reason Domino’s executives did not
take an aggressive approach to responding because they didn’t want to let more people know about
this issue than already had visibility to it.
Their simple silent mistake lead to additional outcries and attacks by their horrified customers
who accused Dominos of ignoring the situation in hopes that it would simply disappear. More than
65% of customer respondents who had visited the Domino’s pizza regularly say they would not visit
Domino’s pizza after seeing the video. Domino’s taken too much of time to say “ we are aware of
the situation, we are looking into it, and we will realize a full statement once we know more and
response as soon as possible. When, they take much time to response for the crisis they are facing.
The crisis become more viral all over the social media and create big issues. Once the Domino’s
realize that the crisis was building momentum and increasing its viral exposure. They quickly create
and set up a Twitter account to response and reassure loyal customer that this was an isolated
incident and that they were in the process of taking the necessary measure to correct it the crisis. It
may have come late, but once they realized their mistake, they are give more important to take
quick action and response to the public with the proper statement.
 1. How the organization communicate, what medium of mass
communication utilize by the organization to clarify the issues.

The Domino’s pizza organization are communicate slowly with public. They choose internet and
social media as best platform to clarify the issues, because the crisis also firstly come out on
YouTube and become viral. Why they think YouTube channel is the best way to solve the problem
because Domino’s was on the highest in the situation within an 48 hour in YouTube. The video was
received more than 1 million views before it was taken down and which it already represented
significant damage to their brand. This is the one of the reason why they choose that platform to
overcome the issue.

Firstly, once they set up a Twitter account, they quickly post an apology to their customer before the
official statement was released. Then they asked their twitter followers to help them to spread the
post of them by retweeting the link. This was helped to calm down the crisis.

After that, Domino’s posted their apology video on YouTube. The video was , used no scrip and was
very simply filmed using the Communication Department flip camera. The video was featured by
the company president Patrick Doyle addressing the issue.

Thirdly, they email to their loyal customer. Domino’s gather the names of the all customer those
who send the positive feedback over the last couple of the year. After they identify, they send to the
those people a quick letter or email saying alike this incident was isolated , we also appreciate your
business and please encourage your friends to close with us and support our brand.

Fourthly , ask the Wikipedia to add the current action was take my Domino’s, because in the
Wikipedia they just write what was happened until the arrested of the two employees who are in the
video. So, they ask to add the apology tweet and the quick video made by the Domino’s. After that,
they ask the google to give the apology result when people try to search about the disgusting
Domino’s video. For example , if people search Domino’s google on April 17, the third result was
about their apology. Another one is, Domino’s purchase ads from the Google that would appear on
the top of right corner of the page , when someone search Domino’s result it will show the
Domino’s apologizes ads.
After they overcome the issue, they take a commercial break. Then, the start to doing a campaign .
It’s will call The Pizza Turnaround. The team was discuss and introduce the New pizza in Domino’s
menu. That pizza was more in cheese and sos, it give a different taste rather than other company
pizza. So they take the making video of the new pizza. The best thing was they go to the people
houses who give the bad reviews about the Domino’s pizza and tight their eye and ask them try to
the taste the pizza. 3 out of 5 choose new Domino’s pizza. So, they upload this video their all social
media account and includes their website.

Identify what is the Noise or Communication Barriers occurred in the

organization during clarify the issue?

The communication barrier is anything that prevents you from receiving and understanding the
massages others use to convey their information, ideas and thoughts. It’s something that blocked the
words that use by the communicator to clarify the issue or any crisis. Barrier is also doesn’t receive
100% to the people who wait for some news. What are the communication barrier we find from this
Domino’s pizza crisis. Even though, they apologize through social media but it’s really took too
much of time to respond. So, most of the loyal customer say we will not visit Domino’s pizza ,
because the respond of them are too slow and silent when answer where needed by the public and
loyal customer. The crisis of spread through social media but most of the loyal custom are family
person. When, they try to communicate through social media to overcome the issue, it was not work
or fulfilled it because that time not most of the family man or women won’t use social media. It’s
just receive to the several people and teenagers. This is the one of the barrier that face by the
Domino’s pizza. Actually they must use all medium to give their response and apologize because
that time of period social media is not famous as now. So, they must use traditional media such as
television, radio and print media to try to clarify about the issue they facing. Nowadays only people
are don’t watch television and listen to the radio but that time without that they cannot breath.
When, they use traditional media means it easy for them to overcome and clarify. This is the biggest
barrier was make by the Domino’s. So, whenever make a decision we need to think more than 2
time to work on it.
Explain why the communication process FAILS or SUCCESS.

The communication process was success because they develop loyal customers. Domino’s pizza
doesn’t have any social media presence. When one of the employees uploads the video of doing
disgusting things, the manager of Domino’s didn’t realize that but some of the loyal customer saw
this video and inform to the manager of Domino’s. If the customers never inform them, not sure
when they will detect the crisis and react to the crisis. Domino’s has formed loyal customers. For
example, after detect the crisis they quickly created a Twitter account and posted an apology on the
page and asked their followers or loyal customers to retweet the link. They did this as a quick action
before their official statement was released. By doing this they can stop by spreading the video
around the world.

Next reason why the communication process success is quick response. After they hear about the
crisis they quickly create a video about explaining the employee’s activity and ask apologies to
everyone. For example, they created a page just to ask apologies to their customer. Their thought
was if they post the video that created by the manager, it will be viewed and shared by millions of
people and the video will be viral and will reach the target audience. The manager said that the
bread was not deliver to the any customer. So this cause the people still can believe on them and
still being the loyal customer. Social media is the fastest way to viral an issue.

Social media is the place where any pictures or videos will be viral and reach the target audience.
So the dominos pizza’s manager choose social media to ask apologies to everyone. After that they
release an official announcement. They choose YouTube, the same channel where the crisis began.
They apologies with full respect, the tone of the manager’s voice was so soft and full respect also
the manager’s attitude is decent like the mistake is from his side. They also listen to the customer
and give feedback to them because they know that customer is everything for them.
Describe public perception towards (Before/After) towards the organization

Public perception towards the organization before the crisis is people love domino’s pizza more
than anything. Domino’s pizza has the best taste that people love the most. Even though some of
them eat MCD, KFC and so on but most of them like domino’s pizza. This is because the domino’s
pizza fulfill the people heart and stomach. The taste is tastier than the rest. The bread of the pizza is
fresh, crispy and the ingredient is also fresh and tasty. Next, why people like domino’s is because
the price is reasonable. The size of the pizza is big but the price of the pizza is very low compare to
other fast food. Domino’s pizza is a budget food for a family. For example, if a family don’t have
any plan for dinner they will order domino’s pizza as it is a cost effective food for everyone. Next,
when there is a friends gathering they also will order pizza to enjoy the gathering and enjoy the
pizza with their friends. Those who are staying in hostel they can eat domino’s pizza because it is
big in size and they can share the pizza with their roommate. The service from domino’s pizza is
good and better than the rest. They will deliver to home as soon as possible after order. It is very
convenient to everyone those who are not having transport they just order via phone and the food
will deliver to house.

Public perception towards the organization after the crisis is become bad impression to most of
them. This is because the disgusting video caused the public feel disgust and scare to eat domino’s
anymore. They scared that this will happen to them and this will cause health problem. The video of
2 employee put cheese up in his nose and put it back in sandwich and pack it to deliver. This video
cause bad impression towards the organization and the employees. The CEO said that the sandwich
was not deliver to anyone but nobody knows the truth because the video probably will be delivered
to someone before the video uploaded. So nobody knows how many of them received this kind of
pizza. Even though the pizza is tasty, the
Conclusion

What we learn from the Domino’s crisis ? Social media travels very fast and attracts bigger
audience rather than other traditional medias do. Whenever a crisis come out on social media and
become viral , we need to give more important to respond very quickly in the matter of hours rather
than days and the response should be genuine and sincere. So, from that we can overcome the crisis
or issues.