List all major and minor players in the case along with their descriptions. * Major * Tim McIntyre: Vice-president of Communications for Domino’s. * Patrick Doyle: Domino’s president. * Kristy Hammonds and Michael Setzer: two rogue employees who made and posted the prank video on YouTube. * Social media: The Consumerist, Google, YouTube, Twitter, Television, Facebook, newspaper, etc. * Domino’s senior management: who make a decision of big issue of Domino’s pizza. * Blowers: who watch the video by social media. * Franchise owners of Domino’s pizza. * Loyal customers of Domino’s pizza: directly influenced by this scandal. Minor * Blogger: from the Consumerist contacted McIntyre to watch video. * Departments: Local health department, Local police department. * Competitors: pizza restaurant such as Papa John’s, Pizza Hut, etc. Part 2 What is the main problem? Two Domino’s Pizza employees filmed a prank in the restaurant’s kitchen and posted the video online, which caused the company suffered reputation and public relations crisis. Part 3 What are the significant factors in the case? (Minimum of 5) 1. The immature action of Kristy Hammonds and Michael Setzer in the video. 2. The late respond and decision made by senior management. . Food safety in the food production process and sanitation of the chain’s food. 4. Two rough employees were irresponsible for uploading the video to the website. 5. Human resource department of Domino’s pizza is lack of investigation employees’ background information.
6. Social media is widely used by numerous viewer and information spread rapidly. Part 4 a. What are 2 alternative courses of action that you could take that would solve the problem from part 2? b. List 2 pros and 2 cons for each alternative. * The first course of actions: 1. Immediately contact and take off the video from the websites. . Fire the two employees immediately. 3. Arrange public announcement within 24 hours. 4. Utilize a program designed to monitor a company’s online reputation. 5. Institute a more stringent food safety training program for employees and emphasize on the importance in the food production process. 6. Set up the new policy of no use of cell phone and camera during the work. 7. Take employees background information into consideration. * Pros: * Help Domino to quiet the issue before it becomes nation-wide new. * Learn company’s problem then build long-term relationship and positive word of moth with customers. Cons: * Need to spend money and time for good public relationship. * Need to take time re-organize the internal management and implement new policy. * The second course of actions: 1. Believe the video nightmare would cool down and do nothing publically. 2. Senior management meeting to discuss this issue. 3. Fire two employees. 4. Investigate the affair. 5. Arrange a public announcement after 3 days. * Pros: * Need less money * Have a better understanding of the details of the whole affair * Cons: * Do not fix the problem efficiently and effectively * Ruin Domino’s reputation
Part 5 Your decision. A. From Part 4, choose the course of action that you feel best solves the problem We choose the first solution. B. Defend your actions –make the strongest case you can. 1. Immediately contact and take off the video from the websites. * Help Domino to slow down the speed of spreading the video and quiet the issue before it becomes nation-wide new. 2. Fire the two employees immediately. * Show company’s position and attitude to the public that Domino has strict employee policy, especially who behaves roughly * Give punishment in order to warn all the employees 3.
Arrange public announcement within 24 hours. * Claim that the video was just a prank and the unsanitary food was never delivered to the customers. * Apologize for the bad behavior of the two employees and guarantee the food safety. * Respond immediately to show Domino’s determination and confidence to address the crisis 4. Utilize a program designed to monitor a company’s online reputation. * Better public relationship with social media and monitor Domino’s online reputation 5. Institute a more stringent food safety training program for employees and emphasize on the importance in the food production process. Try best to reassure the safety and sanitation of Domino’s food. * Build the trust for customer 6. Set up the new policy of no use of cell phone and camera during the work. * Prevent the similar incident happening again 7. Take employees background information into consideration. * Guarantee the quality and personality of Domino’s employees C. What would be the most important actions that you would have to take to accomplish your decision? 1. Immediately contact and take off the video from the websites. 2. Fire the two employees immediately. 3. Arrange public announcement within 24 hours.
Part 6 Any other questions specific to a particular case 1. In order to rebuild the reputation of Domino’s Pizza, what kind of promotion strategies (sale, coupon, or new product) does Domino’s have to retain loyal customers and attract new customers after this issue? 2. From the case study of Domino’s Pizza, how to make restaurants take advantage of social media and control the unexpected social media issues. 3. What responsibility does Domino’s have to address the issue of food safety in their restaurants? How to be aware of importance of food quality and safety in restaurant industry?