How does Dominos unbake this Disaster?

How much damage can two employees with poor judgement and a video camera do to a company’s reputation? Just ask Dominos…

Once on YouTube, seems like it took just “30 minutes or less” for this gross video clip to deliver Dominos a firestorm of bad publicity and customer outrage.

To date, the video has been viewed over one million times, despite the company’s best efforts to get it removed off of YouTube (video was pulled down just as I created this post). The employees were quickly fired, but Dominos has otherwise kept mum on the issue (so far no word on their site or anywhere else that I can see).

This is just another (unfortunate) example of why corporate reputation management is so important — both offline and online — regardless if you make pizza or powerplants.

In her book, Corporate Reputation: 12 Steps to Safeguarding and Recovering Reputation, Dr. Leslie Gaines-Ross (our agency’s Chief Reputation Strategist) warns, “Reputation failure is no longer a threat that looms large for companies only in high-risk industries and activities. It has become an all-too-familiar scenario for all companies in all corners of the world.”