Domino’s “Special” Delivery: Going Viral Through Social Media

Domino’s “Special” Delivery: Going Viral Through Social Media

Peeples, A.; Vaughn, C.; and O’Rourke, J.S. (Editor) Notre Dame
February 15, 2018
SKU: BUS-368

Region of the world: North America
Topic: Strategy & General Management
Price: $4.00 | €0.00
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On April 13, 2009, Tim McIntyre, VP of Corporate Communications at Domino’s Pizza, received notification of the existence of a number of damaging videos that had been posted online. The videos showed Domino’s employees taking inappropriate and illegal actions while preparing food that was allegedly being served to customers. McIntyre knew that amateur videos filmed in one store could seriously damage the entire Domino’s brand, not to mention put the company at legal risk. The question for McIntyre is how to ensure that Domino’s responds in the best way possible to mitigate the negative impact of this social media crisis. (A) Case, 9 pp. (B) Case, 9 pp. Case #09-13. (2009)