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Case Study: How Domino's Managed a Viral Video Nightmare

by Kimberly Smith  |  
September 15, 2009

Company: Domino's Pizza
Contact: Tim McIntyre, Vice-President, Communications
Location: Ann Arbor, Mich.
Industry: Food services
Annual revenue: $1,425,100,000
Number of employees: 10500

Quick Read

On April 13, 2009, the Domino's Pizza corporate office received a notice from that it had just posted a video to its site that Domino's should know about. In the video, two Domino's store employees were seen joking around as they contaminated customer food orders with unsanitary stunts such as sticking cheese up their noses before adding it to a customer's sandwich.

It was a nightmare for Domino's and a reality shock for many corporations that now see just how quickly and easily the digital world can help turn respectable businesses into unsuspecting victims.

This case study details the actions Domino's took to regain control over the situation and preserve its reputation.


Domino's Pizza is the one of the world's leading pizza chains, with over 8,700 stores in more than 50 countries, with around 5,000 alone in the US, most of them franchised.

Over the past 49 years, the company has built a reputation as a trusted doorstep delivery business that supports the communities in which it resides.

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Kimberly Smith is a staff writer for MarketingProfs. Reach her via

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  • by Salma Massoud Sun Sep 20, 2009 via web

    Excellent damage control strategy. Very curious to follow up on Domino's sales in North Caroline where the incident happened.

  • by dramroll Thu Oct 1, 2009 via web

    This case study may validate how best Domino managed the crisis. However, there's a copy spread already in the world. See below.

    Should crisis management cover not only domestic but also overseas territory in the age of social media?

  • by Aniket Sun Jan 28, 2018 via mobile

    According to you does Domino's make value return with customer?

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