I was pretty shocked by the Dominos YouTube incident.
Not because I didn’t think this sort of thing went on in fast food outlets.
But it shattered my innocent Australian preconceptions of what North Carolinians were capable of. I’ve met a few of them, and my brother-in-law is one. They are the world champions of good manners and considerate behavior. Aside from these two rogue pizza hillbillies, North Carolinians can be trusted around food preparation.
Except for their scary love of deep-fried Thanksgiving turkeys.
But you didn’t come here for flammable turkey alerts, so let’s consider the swift response of the Dominos Corporation CEO Patrick Doyle.
Good Point 1: Quick Response
They got out there and dealt with it quickly. A lot of large companies go into denial mode until it builds up into a larger disaster than it need have been.
Good Point 2: Choice of Media
Nice work to actually use YouTube, the source of all the trouble, to get the message out there, rather than the usual press release approach. The script was pretty honest and free of the usual lawyer-driven evasion words, giving you a sense of the trouble the scandal has caused for innocent small business operators and their staff. It put a human face on the damage, rather than just a giant corporation that people won’t feel sorry for.
The guy seemed genuine, though obviously not a born performer. But that’s OK, it would have been horrible to see a glossed-up professional presenter deliver the message on Domino’s behalf. You want to see the Big Cheese take personal responsibility.
Not-So-Good Point: No Eye Contact
As with any presentation, getting a single point wrong can really lower its effectiveness. In this case, it’s his just-off-camera gaze. Eye contact is essential for any kind of ‘trust me’ message, whether it’s in person, on the stage, or on camera.
It isn’t even the proper ‘talking to an interviewer off camera’ angle, although that would also have been wrong for this. It has a disorienting, ‘are you looking at me or not?’ sort of feel to it.
He’s obviously reading a script, but that’s no excuse. On-camera teleprompters are simple and affordable, allowing you to look down the lens in convincing newsreader fashion.
Shame to mark it down for that one error, but overall, a positive exercise for Dominos in a difficult situation.