Reactions generated included phrases such as “oh, my God. In trying to decipher the degree of damage to the company, it was widespread and majorly touched on the organization’s image. In analyzing the situation, the videos portray that an act actually occurred and there is therefore by all means a crisis. The Domino’s crisis according to my understanding is the transgression type. The protagonists were immediately arrested, though the damage had already been done (Hogan, 2009). It is the viewers who also double up as their clients who informed Domino’s management. The videos went viral, attracting viewership up to the millions within a span of only 48 hours. They are seen inserting cheese in their nostril, they blow mucus on a sandwich and further they insert washing sponge, the one they use for washing their clients dishes in their buttocks. In the video they are engaging in unhealthy and uncouth practices that violate all consumer protection laws especially those related to food. The whole crisis was caused by the uploading of a prank video on YouTube by two of the organization’s employees. The result, as expected, constituted the crises which, like any other, had not been foreseen but was creating formidable backlash within the consumer cycles and impacting negatively on the company therefore (Coombs, 2007). They did this without the knowledge of the senior management and within 48 hours the video had created over a million views. This paper is a case study of Domino’s pizza’s scandalous video that was put on the media courtesy of two of its employees. They are however the largest internationally given their vast network of both corporate and franchise stores. The company started operations in 1960 and has grown over time to be America’s second largest pizza manufacturer. Its headquarters are located at Domino Farms Office Park campus in Michigan, Ann Arbour Township. It constitutes a chain of restaurants and other international joints operating within and outside the United States. The above therefore is a case study of Domino’s pizza, a United States owned company that manufactures pizza. Such are the threats the crisis signify to the organization, the surprise element the crisis present and the limited time within which the management is to make decisions (Wilcox, 2006).
All organizational crises present to the organization three major challenges within which they have to wade through. In any crisis, the above should be expected. The effects are largely felt on several facets of the company such as a change in consumer attitudes, decline in shareholder value and a general public outcry. Simply, it is a process an organization would undertake when facing a problem that dents on its image and has the potential to harm the given organization.
He went further to add that if not properly checked it would go a long way in impacting negatively on the organizational performance thus generating negating outcomes on several indices. Coombs (2007) defined crises as the “perception of unpredictable events” (Coombs, 2007) which if not cushioned against would affect or alter the important expectations of shareholders.
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