Bound Volume Number

IX

Document Type

Honors Capstone Project

Date of Submission

Spring 5-5-2015

Capstone Advisor

Prof. William Jasso

Honors Reader

Prof. Donna Stein

Capstone Major

Public Relations

Capstone College

Public Communications

Audio/Visual Component

no

Keywords

Dominos' Pizza

Capstone Prize Winner

no

Won Capstone Funding

no

Honors Categories

Professional

Subject Categories

Advertising and Promotion Management

Abstract

By the end of the 2000s, Domino’s Pizza Inc. was facing decreasing sales and a dwindling stock price, as consumers were frequently disappointed in the quality of the chain’s food. In April 2009, the pizza giant was faced with a sudden crisis when a YouTube video surfaced showing employees contaminating food with bodily functions.

This study will focus on the events following the crisis. Specifically, the study will examine Dominos’ unique pivot towards a transparent communications strategy in hopes of revitalizing its business model and its share price.

The methodology used to explore Domino’s new communications approach includes an in-depth examination of Domino’s communications and advertisements. Further research included heavy analysis of media publications and analyst recommendations surrounding the company.

The analysis will argue that Domino’s used an innovative communications strategy centered on transparency and honesty to revitalize its business. Additionally, this study will argue that the company’s approach fully aligns with the Page Principles, seven key guidelines for public relations professionals.

Ultimately, Domino’s multi-step approach will be considered a model for future crisis communications efforts. The campaigns have resulted in a 13 times return for Domino’s share price over the past seven years and have led to the company being named the World’s Top Pizza Chain by Business Insider.

Creative Commons License

Creative Commons Attribution 3.0 License
This work is licensed under a Creative Commons Attribution 3.0 License.

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