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Domino's Pizza Media Crisis
Journalism & Communication
Pages 8 (2008 words)
On 13 April, 2009, the world famous pizza chain, Domino’s pizza was plunged into a social media crisis when some of their employees posted a food tampering video on YouTube…
The women holding the camera spoke the following vulgar words while filming the video: “We all have our secret ingredient....and in about five minutes they will be sent out on delivery where somebody will be eating these. Yes, eating em. And little did they know that cheese was in his nose and that there was some lethal gas that ended up on their salami. Now, that’s how we roll at Domino’s.” (Actual words of Kristie Hammonds). (Jacques 2009). What made matters worse was that both employees, the female holding the camera and the man performing various disgusting acts of contamination with the food, were in Domino’s uniform. The video was shot during working hours and the female employee repeatedly claimed that the contaminated food would soon reach innocent, unsuspecting customers. There were a total of five videos uploaded on YouTube by Kristie Hammond and they went viral within the span of a few minutes. One of the video was of 2.26 minutes duration and was named Domino’s Pizzas Special Ingredients, and showed Michael Setzer passing gas on salami and sticking pieces of cheese up his nose before inserting them into a sandwich. Meanwhile, Kristie joked consistently and claimed that food contamination occurs daily at Domino’s. The other videos were titled Sneeze Sticks, Poopie Dishes and Domino’s Pizza Burger. One of the videos also showed the name of the customer to which Kristie narrates, that the contaminated food would be delivered to. Later, the employees stated that the videos were a prank and none of the food they delivered was actually tempered with. ...
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