support 24/7
Home » education » a case study of domino s pizza s turmoil

A case study of domino s pizza s turmoil

If a company encounters a huge crisis, there is no shortcut: the companies will surely suffer minus elaborate tactics, and the organization might never be precisely the same again. The purpose of controversy holds that instead of addressing a crisis like a defeat, the corporation should identify the fact that it can be another chance window and find the best way out of the problems, essentially, using its brand image and reputation intact. In reference to Weiss (2009), possessing understanding of communicating with the business stakeholders can produce main significance for a corporation during crisis in spite of the severity in the situation.

The organizations handling crisis may disregard the benefits of social media tradition that is always very influential. Social media may be addressed both outside and within the organization. Bell, (2010) refers to press culture since crossing boundaries. Therefore , the plans pertaining to crisis connection should take into account the variables of social networking culture. The inclined period of globalization, the world is now more linked, and businesses venture in new conditions.

The hotly competitive topic of communication crisis is naturally cross-social media lifestyle and requires attention as part of company growth and development. Social websites are currently linking a major pain to the business world since it has turned out the ability of showing and spreading information. In the previous years, the top notch journalist could assist in disregarding bad news. However , currently anyone can break bad news and spread it in the social networking. From the corporate and business point of view, the decisions of generating bad news constitute the company quickly signifies turmoil that leads to the negative impact on brand, sales, and term of advertising. Globalization provides resulted into the era of social media. Previously, companies would respond to not so good news by releasing public apologies or position statements making use of the traditional mass media within a period of few days. This really is no longer the situation today. People is constantly inspecting the corporate world and expects the company to release immediate apology in the shortest time possible immediately using the social networking. This has triggered a great fascination from the firms to establish the way in which not so good news speedily spreads in the social websites. Their significant concerns will be establishing the sensation of the open public and promozione that impacts the public comments.

The initiatives of advertising convey the values, views and best practice rules of agencies that function together to unify the corporation (Bell, 2010). A crisis can occur anytime everywhere. It may include complications inside any number of civilizations or entail conflicts in a single tradition. Bell further more indicates that perceptions will get swayed with sound corporation insight and adequate organizing. The organization ought to adopt a plan that address current and future problems, however , in a few circumstances, this sort of plans can be an invaluable instrument in times of turmoil in the firm. The global experts of public relations must offer their effort strategies with stakeholders to assist in pooling ideas, resources, and tactics together that gets spread in different ways around the world. This pitch case study investigates the tactics on one with the first companies to experience a global serious brand reputation because of spread of bad fresh in the social media. Particularly, this research pitch investigates Domino’s Pizza’s catastrophe management strategies. The proposal analyzes previous studies like a source of secondary data to that particular would offer a comparison with this examine.

History of the Study/ Domino’s Pizza’s Communication Technique

As of 1997, Domino’s Pizza was the largest firm delivering pizza in the world. Besides, it was the world’s second-largest pizza sequence. The company acquired 4, 431 delivery retailers for pizzas in the United States. Additionally , the company experienced more than you, 521 devices in 59 foreign investments by the end of 1997(Peeples & Vaughn, 2010). The sales of the organization were worth $3. of sixteen billion offering it together with the place because 200th major private firm on the Forbes private list of 500 firms. The company sells multiple goods including skillet, deep-dish and thin brown crust area pizzas. Despite the excellent international recognition and robust wealth, the company experienced a crisis that made it a historic area of studies in the public relations and communication Domino’s. The crisis of Domino’s pizza started out when two company employees produced and uploaded a vulgar video in Vimeo in 2009. The video shown both the employees doing a number of overall health law violations, particularly, coming mucous upon sandwich, placing cheese for the nose, and putting a cloth or sponge that is designed to wash food between the bottom. Within limited time, the video popularized and gained virus-like publicity exceeding half a million opinions and the key news media in the event (Peeples & Vaughn, 2010). This followed which the public became a member of the discourse and began discussing it via social media. Weiss, (2009) reports that a majority of of the online video discussions occurred on Twitter, and researched research accounts that almost 15, 500 subscribers of Twitter presented their judgment on the event. The company reacted by showing an apology on Tweets by posting the chief exec officer apology on YouTube. The response by Dominos was too late, approximately 48 several hours after the celebration, according to (Aula, 2011). The video acquired posted on a Monday night, and the company responded about Wednesday. Inspite of the quick attempts from the internal teamwork to form a strategy on Tuesday, the original intentions of the company were trying not to, because it wished to restrict further more public knowledge on the video. The company failed to issue formal press release towards the mainstream press and gone against the thought of hiring the external crisis management specialists to solve the crisis creatively. However , brought on show it opened a twitter consideration to take on the questions from the consumers. Thereafter, the business reached a decision to concern a Vimeo apology to quell the already become more intense public relations problem that was played in t multiple media mainstreams. The catastrophe caused terrible consequences for the company. A report however discloses that crisis communication experts have not validated such circumstance studies using a systematic analysis on general public sentiments in social media (HCD Research, 2009).

Literature Review/ Prior Research

This section reveals the research carried out on the effects of crisis management case studies. The section provides an scientific review of both academic and scholarly data obtained from previous studies. The scholarly function presented with this chapter can provide the basis to get analysis that could ultimately assist in answering the study question. The main literature reviews the previous works on strategies of turmoil management case study, particularly the case of Domino’s Pizza problems management. The review adopts a communication and mass media approach to featuring analysis of effectiveness pr in the same context. The literature evaluation uses theory us and sub-theories to improve the knowledge of the social networking industry the proposal will certainly investigate and give and know a holistic picture of the tendency. Schiller, (2007) reports for the research about communication problems literature base on the components that should be utilized by the businesses to manage the crisis and based on the four requirements adopted through research validations. According to the examine, the four requirements of crisis response management features that the organization should be speedy to respond in the shortest period possible, end up being accurate and offer an scientific analysis of the facts with absolute attention. Additionally , respond to a conversation crisis requires companies to stop saying no comments and stay consistent and avoid statement contradictions to the firm stakeholders. As written by Coombs (2008), the content research put emphasis on more resolves and strategy around the turmoil messages that should be communicated for the shareholders. Exploration on crisis communication has previously focused on managing the reactions in the stakeholders into a crisis. The students have place more concentration on the actions and phrases used to respond to a crisis. Particularly, the researchers have cracked the approaches into three categories. They are instructing information, reputation restoration and altering information. Coombs, (2008) claims that educating information provides informational capacity to the investors the degree of physical preparation in the case a crisis emerges. Particularly, what this means is the application of caution signals that may be usually coupled with instructions. Modifying the information considerably helps the industry stakeholders to develop a coping emotional strategy with all the crisis. The repair of reputation requires all the actions put by the organization to repair or protect the notion of the stakeholders towards the business. The new strategy by simply Dominos French fries to market by itself with sole intentions of improving is empirical just for this proposal when it comes to repair of reputation. In respect to Schiller (2007), the organization admitted that they had made an inferior item but presented assurance on quality improvement. This is an attempt by the firm to repair the reputation. Researchers agree the fact that core elements intertwined within an organizational problems including emergency, unpredictability, significant threats. The researchers further more assert which the public is often unwilling to interact in social websites discussions when an event is unexpected or important.

The immediate principle of communication turmoil management should be to tell the facts. The company should face the public and provide the real issue in back of the turmoil. In the situations of catastrophe, social buildings and multiple truths of events simultaneously seek public attention. The organization, customers as well as the employees plus the media are the key stakeholders for problems management. Claeys and Cauberghe, (2012) sources that the case of Dominospiel Pizza specifically had watchdog organizations including Consumerist. com and GoodAsYou. org which were constructing the event versions. As established the study article, the fact Tim McIntyre, the company interaction vice president meant to convey is that the event was stage maintained and it had been a rogue act of two staff who although they were creating fun and that they did not present the brand of Domino Pizzas. Likewise, that they outlined the fact that two personnel were not the representative of the 10, 000 individuals that tirelessly work for the corporation across the globe (Aula, 2011). Furthermore, the study reveals that the fact that Tanker Doyle acquired intentions of articulating was that the company did not do the work and that they had been sorry intended for the dodgy event. Therefore , the company shifted forward to reestablish their standing as an attempt to respond to the crisis.

An investigation that researched the case of Domino Pizza identified two sorts of twitter posts contents. Also, Young and Flowers (2012) compose that they had been fact and opinions. The tweets about facts got no comments, however , simply stated the wedding. The category designed more links without any textual content, simple website link introductions or links with the same headline of the website associated. On the other hand, the opinion category had twitter posts that were either positive or perhaps negative sentiments. But , based on the incident the nature, most of the tweets had been negative. Therefore , the company adopted an apology strategy to resolve the crisis. Discussions through the research summarize that the officials’ corporate apology dropped the amount of negative sentiments from 82. 8 percent to 54. 6 percent. Still, the level of positive emotions increased mysteriously from 06 percent to 5. 5 percent. Claeys and Cauberghe, (2012) reinforces that catastrophe communication administration practice in case of where companies provides general public apology, they just do not develop substantial or immediate increase of praise. Somewhat, they anticipate the adverse sentiments from the public to be more realistic because of the apology and calm down sequentially. The analysis of Domino Lasagna confirms the expectations. Peeples and Vaughn, (2010) adds that the range of factual twitter posts significantly keen from 18. 7 percent to 39. 9 percent. Therefore , the case of Domino Pizza open public apology calmed and decreased the amount of adverse opinions and increased confident and details in the Facebook conversations.

A study by Coombs, (2008) concludes that the best and the only approach to decrease the social media influence on the problems are to integrate the social websites into the problems communication approaches and provide a dialogue monitoring on the social websites. Claeys ainsi que. al (2012) harmonizes the very fact that the brads that have the very best public understanding will be the the one that will apply the online equipment as their customers. Likewise, Aged Flowers (2012) evaluated and concluded that the effective power of the social networking by Pèlerines was identical to the design used by the pranksters. That is, to transparently communicate the efforts from the company to solve the catastrophe. Finally, the organization emerged in the viral mass media criticizes but still knowledgeable around the real encounter of turmoil communication strategies in the practical age of social networking. Peeples ou. al (2010) asserts which the incident of Domino French fries was a functional implication for crisis managers in the globalized business world. This individual puts that once a company experiences an emergency of not so good news to the social websites; they should reply with a speedy reaction, apology and admit the faults appropriately. A study by Coombs, (2008) proved the positive associated with corporate i’m sorry to the public in social media, YouTube and Twitter at Korea plus the U. S i9000. secondly, the businesses should participate in conversations with the social media throughout the official occasions and not just after having a crisis visitors the company. Lastly, based on the speed at which social networking news pass on, the company must be ready to reply within hours after the event, rather than within days.

Research Concerns

By doing an scientific analysis towards the sentiments from the public in social media based upon the problems of Domino Pizza, the study will attempt to answer the following inquiries: 1 . How does the structure of the network determine the effectiveness of communication problems solution strategy?

2 . How can the company make a plan to reduce the negative emotions and enhance positive emotions of social media?

3. Precisely what are the temporary and space characteristics of diffusion influences strategic solutions of connection crisis in the corporate not so good news?


This part provides a explanation of scope and methodology of this proposal. This section examines the scope from the research pitch and creates understanding of the investigation source of major data and why the data will be implemented for the analysis. Likewise, the chapter can provide information from the sample info and technique of collecting your data for the research study. The proposal methodology provides empirical explanations on how and for what reason the study will employ a quantitative survey to answer the research questions. Furthermore, the methodology answers provide a systemic approach to analysis of results, conclusion as well as the implication areas that will be shown in the final stage of the research. The scope from the study targets strategies for controlling communication crisis with reference to the strategies utilized by Domino French fries. The objective will be based for the strategies that have been used by the business to solve the communication turmoil on the basis of social media. The research will conduct an example survey of varied primary causes of information fro the examination. First, the research will use paid survey on the firm website and corporate reports to establish the primary info. It is essential to note that online survey of data collection will be instrumental intended for the research supplied the time and financial restrictions attached to the study/. This kind of proposal provides that the business website provides primary info that would be reliable and boost empirical examination. Corporate reports on the strategies used by the corporation to manage the crisis will also provide main information that will be significant pertaining to cross analysis. To establish the validity from the data accumulated, this section will give you data pertaining to cross assessment with the prior research which has been conducted inside the same theme. Furthermore, this kind of proposal will use live selection interviews from the pros and representatives from the firm to provide principal data pertaining to analysis. Corbin and Strauss, (1998) clarifies that live selection interviews and telephone interviews can be a technology caused method of collecting data pertaining to analysis. It truly is based on the basic that documented live selection interviews from the organization officials, and professionals including crisis managers that responded to the event through an interview in the social websites cannot be distorted. This is an inexpensive method of collecting primary info using the scientific advantages. The professional and company recognized interview information are present and simply accessible inside the website with the company and also other websites with the social media archives. Close study of the Web addresses that the community used to content their remarks and the firm used to engage the customers can also be audited. The approach of auditing the URLs used by the company and its stakeholders can provide the immediate reaction from the company which will primarily make up the natural data intended for the examination. Auditing to the URL postings will also offer statistical details of the percentages of the twitter posts, both confident and unfavorable that came from your public. Likewise, statistical information will be calculated based on the finding of the nature of public effect after the response from the organization and before the response from company representatives. This will demonstrate effectiveness or maybe the ineffectiveness in the approach the organization developed to restore their standing and brand (Corbin and Strauss, 1998). Finally, the primary data which will be collected will provide evidential information on the strategies employed by Domino Pizza in curbing the communication problems.


Aposento, P. (2011). Meshworked reputation: Publicists’ thoughts about the reputational impacts of online conversation. Public Relations Review, 37, 28-36.

Bell, L. M. (2010). Crisis connection: The übung of response. The Review of Communication, 10(2), 142-155.

Claeys, A., & Cauberghe, V. (2012). Crisis response and catastrophe timing strategies, two sides of the same coin. Public Relations Review, 38, 83-88.

Coombs, Watts. T. (2008, April 2). Crisis connection and social networking. Institute to get Public Relations. Recovered December 31, 2012, coming from

Coombs, W. Big t. (2008). Recurring crisis communication: Planning, managing, and responding. Thousand Oaks, CA: Sage

Corbin, L. & Strauss, A. (1998). Basics of Qualitative ResearchŸ, 3Ed, Sage Publications, Incorporation. HCD Analysis. (2009). Domino’s Brand Uses a Hit following YouTube”Prank Video.

Peeples, A. & Vaughn, C. (2010). Domino’s “special delivery: Going virus-like through social networking (Parts A & B). Arthur Watts. Page Culture case study competition in corporate communications. Gathered December 31, 2012, via

Schiller, M. (2007, March 5). Crisis as well as the web: Tips on how to leverage the Internet when a company takes a hit. Adweek, 48(10), 16. Weiss, T. (2009, April 22). Crisis management”Domino’s case study analysis. Trendsspotting Blog. Retrieved Dec 31, 2012, from

Young, C. l., & Flowers, A. (2012). Combat viral with viral: A Case Study of Domino’s Pizza’s Crisis Interaction Strategies. Case studies in strategic communication, 1, content 6.

Source document


< Prev post Next post >

Find Another Essay On Exploiting My Strengths and Strengthening My Weaknesses

The role info technology in education composition

The Part of Information Technology in Education explores the potential for technology to redefine the terms training and learning. Can the tools of technology break throughout the barriers to educational ...

Essay the goodbye party composition

Declaring farewell into a person, or even the thought of doing so is quite a shuddering idea to consider. This is quite hard once deep you possess are forged and ...

The efforts of scientific management article

Regardless of what membership, social group or panel you really are a part of, we come face to face with recognize that an individual’s belief and feelings regarding themselves, their ...

Need for library in our life essay

Libraries are only next in importance to schools, universities and colleges as ways of educating people. A library is a store-house of books-books of all kinds and all subject matter ...

Moral values values and philosophy essay

The dream of a child starts with a stereo type suggestion by parents the fact that baby will be a doctor – engineer. The newborn has no other option to ...

An significance of college education

Plans Following High School College Is definitely Our Most suitable choice People in today’s world are skeptical about education after high school. The specific situation used to be that college ...

The growing concern of illiteracy in the u s and

Illiteracy Analysis Proposal In Minnesota today, nearly one in three third graders happen to be failing to reach basic literacy skills. As you may continue to read through this article, ...

Representation of tiny teach essay

Planning: My own initial believed was to just have some fun while using 30 minutes find the learners warmed with a simple enjoyable lesson to buy them working together together. ...

Sort of school survey for features essay

My spouse and i am publishing regarding an article published inside your magazine a week ago entitiled …… I strongly disagree with the writer for several reasons. see more: importance ...

Strategies in differentiated training business

Teaching Tactics, Teaching Associate, Teaching Methods, Cultural Geography Excerpt by Business Plan: Differentiated Teaching is a technique for education that is increasingly currently taking hold in the last stages of ...
Category: Education,
Words: 3219

Published: 12.03.19

Views: 1014

A+ Writing Tools
Get feedback on structure, grammar and clarity for any essay or paper
Payment discover visa paypalamerican-express How do we help? We have compiled for you lists of the best essay topics, as well as examples of written papers. Our service helps students of High School, University, College