Dear Domino's,
it's been a hard week for you. The video that your employees Michael Setzer and Kristy Hammonds shot was no good at all. Everyone thought Domino's Pizza restaurants weren't clean and you've lost a lot in reputation.
Wait... is that true?
Let's think about it a little:
Monday 13th: the video starts getting viral
Bad time for you Domino's but. Did it affect your brand in any way? Maybe not: in this video you see something that could happen in any restaurants at any time. So it's not a big deal for Domino's in particular.
But you Domino's started had a lot of buzz about your brand. Actually, if you look at Nielsen BuzzMetrics BlogPulse, you see that in one day your buzz level reached the highest level of the last six months.
> Monday 13th balance: no big issue for your reputation, the beginning of a great moment for your buzz
Tuesday 14th: you find and fire the employees that made the video
Ok, not the kindest of the moves, but no one (almost no one) objected. Instead your reputation may have gone a little up, because you showed you care for your business and your customers.
> Tuesday 14th balance: reputation stable (or a bit up), video continues spreading
Wednesday 15th: worldwide buzz
The news reaches worldwide news, like the New York Times. Well, the effect in terms of buzz is overwhelming. And this didn't come from just from the news, but it started virally.
> Wednesday 15 balance: video spreading virally
Thursday 16th: the apologies
Patrick Doyle apologizes in a YouTube video, and explains how Domino's will address and avoid such situations in the future.
> Thursday 16th balance: reputation on the rise again for Domino's
A tweet by B.L. Ochman that describes the situation very well. 
Overall balance
So, Domino's: I'm not saying that you caused or endorsed the whole case but, looking at it closely, everything worked very well for you:
- higher buzz
- better reputation
Not bad, right?
One last tweet, this time by David Armano
So, dear Domino's: you probably should be happy about this week's outcome. I would.
2 comments. Post your comment:
Domino's benefited in terms of awareness... we should check if this is true also considering the consumer's perception and feeling, maybe by tracking conversation we can understand also qualitative and not only quantitative aspects.
Well since they managed the situation quite frankly and in an open way, they didn't lose much or probably gained in terms of goodwill and commitment. And remember "it" could happen in any restaurants.
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