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Published on Feb 8, 2013
Domino's Pizza used the need to counteract a YouTube film -- in which employees abused customers' food -- as an opportunity to revamp areas of its business and apologise.
The PR disaster was the catalyst for "pizza turnaround". This was a campaign that began with the chief executive apologising on YouTube and -- via a massive social media drive, online delivery tracking and iPhone apps, plus taste tests, TV ads and more -- resulted in a reputation that is arguably stronger than ever.