Identify solutions for Domino’s to prevent similar incidents in the future with relevant examples and concepts: Corporate Communication Assignment, Malaysia

Subject Corporate Communication Assignment

Case Study:

The Domino’s Boogergate Incident

On Easter Sunday in April 2009, two Domino’s Pizza employees posted a video on YouTube showing one of the employees sticking chess up his nose and then putting it on a sandwich. Because of this and other unsanitary acts in the video, it earned the infamous name “Boogergate” (York & Wheaton,2009). The now-former employees, Kristy Hammonds and Michael Setzer were not teenage pranksters but were both in their thirties, which made the event seem even more serious to Domino’s top management (Jacques, 2009).

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Domino’s responded aggressively, but only after an agonizing daylong wait by the general public. By Wednesday afternoon, Patrick Doyle, president of Domino USA, is briefed and prepares to record a video indicating the response of the company, which will be posted on YouTube. Later in the day, the video is recorded and posted on both the company website and YouTube (Jacques, 2009). In the video, Patrick Doyle is both serious and angry.

“We sincerely apologize for this incident. We thank members of the online community who quickly alerted us and allowed us to take immediate action. Although the individuals in question claim it’s a hoax, we are taking this incredibly seriously,” he said, also adding that the company is revamping its selection processes so that “people like this don’t make it into our stores” (York & Wheaton, 2009.p.24).

Despite its slow response to the YouTube video almost 48 hours after the incident Domino’s was praised by public relations experts for its tactics in handling the crisis.

Several cited this event as a landmark case in crisis management ( Beaubien, 2009; Johnson, 2009; York & Wheaton, 2009). The Domino’s incident illustrates the merit in the adage of “learning to fight fire with fire.” In this case, Domino’s used its own YouTube video to counter a YouTube-induced crisis in order to best respond to concerned consumers (Zerillo, 2009)

Based on the case study above, answer the following questions:

1. Identify solutions for Domino’s to prevent similar incidents in the future with relevant examples and concepts. [1,000 words with reference]

2. In your opinion, describe why you think Domino’s response is effective with relevant examples and concepts. [1,000 words with reference]

3. Recommend effective approaches and strategies to improve Domino’s video with own examples and appropriate concepts. [1,000 with words with reference]

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