Disgusting Domino’s People

On April 13th the now infamous video got put up on Youtube by the people responsible, it was then removed and re-posted by another user who says that they “re-uploaded because these people deserve to be fired”.

It spread like wildfire through social media like Twitter and other channels and hit the mainstream media shortly after.

Yesterday (15th April) Domino’s put out this statement by the president of the company. Interestingly there is no press release on their website, or link from the homepage, just a response in the same channel it appeared in. The general feeling in the social media space is that whilst it’s good they’ve responded, the response comes across poorly. I think Domino’s choice thus far to keep the response in the social media space is a wise one – not alerting more people than necessary to the situation makes sense in damage limitation terms but the responses in that channel raise the question of how they could have handled it better.

Option 1 Do nothing
Social media commentators have previously said of incidents like the Motrin Moms case, “they should have ignored it” and that it was a “tempest in a teapot”. Back then I think that might have been the right move, the Twittersphere was much smaller then than it is now. I don’t think doing nothing would work in this case – leaving it to get bigger and bigger with no response than apprehending the people responsible.

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