ANN ARBOR, MI: This week, Domino's Pizza faced a brand crisis when a video “prank” of employees in a North Carolina store mishandling food surfaced on the Internet. The company initially became aware of the viral videos on the afternoon of April 13, and sought to “contain” the issue by reaching out to audiences who were already aware of the videos, according to Tim McIntyre, VP of corporate communications at the company.
It also fired the employees and filed complaints for the arrest of them. The pizza ...