The story starts when Domino’s Pizza corporate office received a notice from

Consumerist.com. The website had just posted a video to its site that Domino’s should
know about. In the video that went viral, two Domino’s store employees were seen
joking around as they contaminated customer food orders with unsanitary stunts such
as sticking cheese up their noses before adding it to a customer’s sandwich.
It was a nightmare for Domino’s and a reality shock for many corporations that now see
just how quickly and easily the digital world can help turn respectable businesses into
unsuspecting victims.
Domino’s Pizza is one of the world’s leading pizza chains; with over 8,700 stores in
more than 50 countries, with around 5,000 alone in the US, most of them franchised.
Over the past 49 years, the company has built a reputation as a trusted doorstep
delivery business that supports the communities in which it resides.
“You call us up and invite us to your home; trust us to make dinner for you; invite us to
your doorstep,” explained Tim McIntyre, the company’s vice-president of
communications. “That’s sacred to us, and that’s why our people wear full uniforms. We
want you to trust us when your doorbell rings.”
This case study details the actions Domino’s took to regain control over the situation
and preserve its reputation.