Word: dominoed
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...video clip is stomach-turning. A Domino's employee in Conover, N.C., is seen assembling sandwiches, spraying snot on them, sticking cheese up his nose before placing it on a piece of bread and passing gas on a slice of salami. The woman holding the camera narrates. "In about five minutes, they'll be sent out to delivery, where somebody will be eating these, yes, eating them. And little did they know that cheese was in his nose and that there was some lethal gas that ended up on their salami," she proclaims proudly. "That's how we roll...
...woman, Kristy Hammonds, 31, uploaded the video on YouTube. In a matter of days, thanks to Twitter and other viral social media, the clip had been viewed more than a million times and Domino's had an instant crisis on its hands. (The original video has been removed, but copies are still easily available online.) Both Hammonds and the other employee in the clip, Michael Setzer, 32, have been fired from the pizza-delivery chain and now face felony charges for distributing prohibited foods. Hammonds and Setzer say the video was just a prank, and that the unsanitary food...
...company did not publicly respond to the video immediately, hoping attention would subside. But when it became clear by mid-week that the controversy was only escalating, Domino's executives acted. The company posted an apology on its website and asked employees with Twitter accounts to tweet a link to it. The company also created its own Twitter account, @dpzinfo, to reassure consumers that this was an isolated incident. And Domino's U.S.A. president, Patrick Doyle, issued an apology on YouTube...
These moves do carry certain risks - the more you seek forgiveness, the more people discover you have sinned - but for the most part, brand experts give Domino's high marks for its response. "First of all, they handled it very well with the video response," says Pete Blackshaw, brand strategist for Nielsen Online. "It could have been a little bit quicker, but the company needed time to get its facts straight. It was near perfect...
That being said, Domino's is far from healed. "This is going to be a tough one," says Dodie Subler, founding partner of Tait Subler, a consulting firm. "Domino's is known for its excellent training program, but these guys broke the code of ethics. It will be hard for Domino's to recover." The worst part of a viral video crisis is that the clips live forever online. Says Blackshaw: "The Web never forgets...