StudentShare solutions
Triangle menu

Domino's Pizza Media Crisis - Research Paper Example

Extract of sample
Domino's Pizza Media Crisis

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. However, the damage was done and the video was much talked about and many online conversations on Facebook and Twitter made it the foci of their attention and this was the primary reason why the issue became a social media crisis. By April 15, the first page offered on Google search for ‘Dominos’ contained at least five out of twelve references of the food tampering video on YouTube. (Jacques 2009). Objectives: For the first 24 hours, Domino’s executives did nothing in the hope that the issue would resolve by itself. However, when this did not happen, the executives were forced into action. The first objective in reversing the damage done to their Company was the identification and the subsequent dismissing of the two employees, Kristie Hammonds and Michael Setzer. The second objective was to contact the local authorities and issue a warrant for their arrest. The third objective was the removal of the food tampering video from YouTube and to contact the consumerist and, two popular blog sites. The fourth objective was to call the local health department for the inspection of N.C. Domino’s store, where the video was filmed. The fifth objective was the issuance of a formal press release and the creation of an account on Twitter to issue responses to online conversations and to dedicate time in reassuring customers about the fact that this was an isolated incidence and strict safety and cleanliness measures were followed at all Domino’s stores. The sixth objective was to launch an apology video on YouTube featuring the President of Domino’s. (Jaffe 2010). Programming: On 13 April, Domino’s headquarters was alerted for the first time about the disturbing videos posted on YouTube. The first person at Domino’s to learn about the videos on was the company’ ...Show more


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…
Author : terrillwill
Dominos Pizza Media Crisis essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the research paper on your topic
"Domino's Pizza Media Crisis"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

In fact, it is fair to say that whole national elections are run on the airwaves. Television ads are now indelibly a hallmark of presidential races. According to West, they attract a larger audience and an effective way for a candidate to pass a message to his voters.
5 pages (1250 words) Research Paper
Feasibility study of mobile pizza trucks
This pre-feasibility gives an insight into various aspects of planning, setting up and operating a mobile vending restaurant for the general populace. The document is designed to provide relevant details (including technical) to facilitate the entrepreneur in making the decision by providing various technological as well as business alternatives.
11 pages (2750 words) Research Paper
Crisis Management
This may come in any form and can devastate the present circumstances and can lead to difficult situations. Such occurrences are often termed as crisis. It is therefore defined as a major, unpredictable and upsetting event that intimidates to harm. Even though crisis is an unpredictable form of event, but it is not unanticipated.
9 pages (2250 words) Research Paper
Along the way, the paper attempts at finding answers to the following key issues of import to discussions of media: is media biased, or in other words can we trust it given that some media put a spin or a bias to their reports? What are the advantages and disadvantages of taking news reports at face value, whether on TV, in print, or in other forms of mass media?
6 pages (1500 words) Research Paper
Public Relations - Media coverage of a crisis
The losses incurred by the organization were quite huge but it was able to arrest the situation eventually. This paper will explore the reporting of the oil spill by media houses and how the company reacted to the crisis. The type of media covering the crisis
5 pages (1250 words) Research Paper
Financial Crisis
This paper argues that due to ill-advised economic policies, businesses suffered, the housing market failed, and financial institutions were in disarray after the stock market plunged to new lows. A number of issues were pointed out to be causes of the
2 pages (500 words) Research Paper
How Pizza Hut uses social media Facebook, Twitter, Instagram, and Youtube
ing to their customers as well as a link to the website that individual customers as well as prospective customers can find more about their products and order online. Unlike their new facebook account, Pizza Hut twitter account was created back in December 2007 and consists of
4 pages (1000 words) Research Paper
The army of their fans was numerous. The song was released at the times then metal was extremely popular; therefore, the message that was spread by the song was heard by a
2 pages (500 words) Research Paper
Issues/crisis management are very important in the digital age. Discuss the ways in which social media immediacy can create challenges and opportunities for communications professionals. Drawing on recent examples, explain what best practice looks like
The important part is to establish new mechanisms that will boost the way things happen as well as generate new methods of working with the team needed to attain the growth of the company’s portfolio. If a crisis is handled well, it could be an
9 pages (2250 words) Research Paper
As such, the field of journalism, mass media, and communication has embraced social media not only as a means to an end, but also as a fundamental facet of the digital era. Social media takes several forms with the most common ones being Facebook (Mark Zukerberg), Twitter
2 pages (500 words) Research Paper
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment
Let us find you another Research Paper on topic Domino's Pizza Media Crisis for FREE!
Contact us:
Contact Us Now
  • About StudentShare

  • Testimonials

  • FAQ

  • Blog

  • Free Essays
  • New Essays
  • Essays

  • The Newest Essay Topics
Join us:
Contact Us