The Domino’s effect
Video running for some time on the net, and it’s pretty disgusting. We see two employees filming their so special way for making sandwiches at Domino’s Pizza.
Bad buzz?… not sure!
The response of Domino’s Pizza
The phenomenon began in South Carolina, but has quickly spread throughout the world. We have two types of response. One from the USA and the other from the French management.
First, there is a video on Youtube by Patrick Doyle, President of Domino’s. in which he is stating that it was a hoax from the part of employees (which is true) but that they were fired, they are waiting for their arrest, the store was closed and cleaned from floor to ceiling. He took the opportunity to recall that the mark provides great food throughout the world and thank consumers for their confidence.
The French response was quite different. It seems more efficient. It comes from Fabrice Faurie, project manager at Domino’s Pizza France. After the usual speech about the hygiene standards of the chain, he explain that Domino’s France also has its say. He admits that no one is immune to this type of problem with the development of the net, recognizing that if participatory marketing was often used, it is inevitable that there is sometimes a backdraft. He rightly refused to make a video apology, but set up a more interesting operation.
In each store Domino’s, the kitchens are visible from the room, and several stores offer a discount coupon , valid on Monday, April 27, to encourage people to come in store and request, if wanted, to visit the kitchens.
Junk food in the spotlight
The management of this crisis, if there is crisis since Domino’s Pizza France said they had seen no significant change in attendance has had a two-level Management.
American management is a bit risky, the president saying that its shops are clean but stating that the store in question has been closed and cleaned from top to bottom. This seems inappropriate because if the facilities are clean why take so much care for it.
The interest of the French method is the use of participatory marketing. The brand builds on the trust, “it’s a joke, our restaurant are subject to strict hygiene rules, but if you hesitate, come and see by yourself”.
A solution for a much more in-depth approach would have been to create a second offer for customers who would have testified via video, posted on the site, of quality and cleanliness of the outlets of the brand.
