Just how much damage two hooligans can do with a video camera is still unknown. But when the dust finally settles on Domino’s Boogergate, it seems likely the pizza chain will be given credit for an effective, if somewhat sluggish, response. And the resulting public-relations crisis can be a valuable learning experience for marketers of every stripe.
“This is obviously a horrible story and every marketer’s nightmare,” said Rob Weisberg, VP-multimedia marketing at Domino’s. “It’s amazing to me that somebody in this day and age would think, ‘Hey, I can do that and get away with it.'”