In times of crisis PR prevails: Domino’s Case Study

When a crisis emerges it is important for brands to learn from the experience. Effective public relations is the key for brands to manage crisis situations and successfully emerge from them. Domino’s pizza is a great example of this. In 2009 a Dominos employees posted a disgusting video about the company that went viral. Dominos got out in front of the video with a complete rebranding. The company spent months doing market research, getting feedback from surveys and focus groups. From this they created “The Pizza Turnaround” campaign to market their new pizza. Dominos answered their critics and reinvented their pizza. From the campaign Dominos improved their customer relationship and increased revenue and profits.

-Dan C

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3 Responses to In times of crisis PR prevails: Domino’s Case Study

  1. Kevin says:

    Pizza is proof the god loves us and wants us to be happy.

  2. student says:

    I think they did a great job. They owned up to what they were doing wrong and turned the company around! Go Dominos.

  3. Rachel says:

    I agree Domino’s really dealt with this the only way you can: directly. No beating around the bush. As we heard on our presentation night, some companies (BP ring a bell?) fail to “get ahead” of the negative news because they refuse to truly confront it and own it. On the flip side, Tylenol was another company that also dealt directly with a damaged public perspective during the bottlecap crisis; Tylenol did the right things and also emerged stronger for the struggle.