After the damage inflicted on its reputation by the YouTube video of its employees' unsavoury conduct, Dominos President Patrick Doyle has responded with a video of his own in an attempt to reassure its customers.

In the YouTube video, Doyle assures us that the employees have been sacked and it will do all it can to avoid a repeat of the incident, but is this enough to recover from the damage that has been done to the brand?

As some of the comments on our original post on the video said, there is little Dominos can do to deal with this social media mess once the damage has been done, other than publicly condemn the practice and attempt to reassure its customers.

However, Doyle's response does look a little too scripted, and he doesn't even look directly at the camera, which has the effect of making the response seem less sincere.

I've been finding out what people are saying about Doyle's video on Twitter:

Some (more or less) positive:

Kudos Dominos: Rule #1:Don't overreact . #2:Respond transparently, using the right channels (even if it's "I dont know").

it doesn't amount to being more human. They are trying tho. Begun engaging and responding via Twitter yesterday

What more could they do? When it jumps that quickly from the web to mainstream media, is there a method to kill it?

responding on YouTube approiate. Would have liked to see more outrage, but the lawers proably neutered him b4 filming

The video may be well rehearsed, but at least they're responding directly to the commenters below the apology vid

It's a start, but being candid and personal is different than what they're delivering

Some not so positive:

Does *reading* a corporate statement on YouTube amount to a more human response? I don't think so

The medium was the right one - address it where it happened. The sincerity was lacking

It's somewhat uncomfortable to watch. I just keep thinking "at least look INTO the camera"!

I do agree the #Dominos Pres' YouTube apology could be delivered better (like, look @ camera!)

Agree with @ScottMonty #dominos weren't prepared but they're learning quickly. Look at camera? In my view, it looks more 'genuine'.

The consensus seems to be that responding via YouTube was the right thing to do, but that Doyle has undermined the message with his delivery. What do you think? Let me know below...

Graham Charlton

Published 16 April, 2009 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

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Comments (4)



I'll never eat ANYTHING from Domino's again. Good God, I've still got nightmares over that.

over 9 years ago



I think the people who made that video should be ashamed of themselves...however, I know that that's unlikely. At least they got fired and now their chances of employment are quite small considering that the only jobs they could find were food service ones and since they managed to scew that up by being degenerate creeps I'm sure they'll be taking a trip to the unemployment office. But people should realize that what they did is quite common in similar establishments and having had the misfortune of having to work doing food service myself once, I understand the frustration associated with such a job....but like a NORMAL person, instead of taking it out on unsuspecting customers...I applied myself to finding a better job!

over 9 years ago

Felicity King-Evans

Felicity King-Evans, Copywriter at HappyCopy

When I was a student, I worked in MacDonalds, which drives you to despair. However, I quit when I caught myself giving people food with a cheery: "Thanks very much, don't choke!"

More on the topic, though, I think Dominoes did the best it could. It responded with a video because clearly that was a platform that those who had been exposed to the original video used.

The company took action, it responded, it tried to close the matter. I expect that is what most of us would have done if it had been our brands.

As to all that 'look at camera' stuff, in an interview it is normal to look to the side of the camera but in a speech, he should be looking at the viewer. However, Dominoes make pizza, not videos. He can be excused, surely.


Journalist and SEO copywriter

over 9 years ago


Sam Deeks

I think Dominos did what was necessary and through the right channels.  Doyle's performance was wooden but real (slightly breathless and raging beneath the surface).  Good for him.

Dominos will have the kudos of being one of the earliest, high-profile victims of the social media 'online reputation minefield' but there will be more and bigger ones to come.

Social media = chain-reaction word of mouth (mainly for bad stuff!).  Businesses need to expect it.  People not-yet-in-the-media need to expect their entire Facebook database to be laid out in from of them.  And so on.

about 9 years ago

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