For Domino’s pizza, one video prank in 2009 left people questioning their entire brand. In less than a week, not only did Domino’s issue their formal apology; they created an entirely separate Twitter feed to address the comments. Unfortunately history repeated itself yet again, this time with the third biggest pizza chain taking a hit – one day after they hit 2 million Facebook fans. On Saturday night, @mintymin sent a tweet saying:
Within hours the tweet – which included a picture of the receipt in question- had made its way to thousands of users –even finding its way to Texas! Papa John’s had a quick response time and first reached out to Min before attempting to answer the multiple users who had heard about the incident.
As of Monday, January 9, 2012 Papa John’s sent 40 tweets to individuals who expressed concern about the event.
An article posted earlier today on eMarketer.com asked the question “Do Social Media Postings Always Require a Response?” According to the article, 49.5% of people would be “far less likely to buy anything from a company” that did not answer, but also cited that many times brands “don’t need to respond to every ounce of negative buzz in the social sphere.”
This may be true with the way Papa John’s handled their Facebook posts.
After the initial post, Papa John’s did not respond to any of the resulting 816 comments.
The question is this: Did Papa John’s handle the situation in an appropriate manner? In terms of response time, Papa John’s did fine, addressing the client both publically and privately. The apologies appear genuine and the employee’s termination was of course in order. However, it remains to be seen if the corporation will be forced to withstand any longstanding negativity. Within one week after the incident with Domino’s, public perception of the brand went from positive to negative, according to research company YouGov. With the SuperBowl – one of the five biggest pizza buying days of the year- less than a month away, and last year’s pizza sales projection being over 1 million; it will be interesting to see if this new story will affect how much “dough” the pizza chain will bring in. As with all corporations, it is important to remember that while resolving problems in the short term is necessary, the overall goal is to maintain a positive relationship with the public.