The video clip (uploaded to YouTube in April 12, 2019) 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 at Domino's. ...the clip had been viewed more than a million times and Domino's had an instant crisis on its hands. (Source)
To analysis this crisis, the following worth notice:
- (Problem) The 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. (The response has to be quick!)
- (Good) The company created twitter account to respond in social media and published a YouTube Video of CEO's response.
- (Lesson Learn) Company should have clear policy for social media publications and track all the social media content.
The Web never forgets.
In summary, the crisis managment need to response fast, correct the error and take action immediately.