Domino’s Mistakes Facebook Compliment for a Complaint
Domino’s Pizza apparently isn’t used to getting compliments.
The fast-food pizza brand responded with what seemed like an automated customer service bot to happy customer Jeaneth Manzaniita Tavares. The problem is that the Tavares posted a compliment about Domino’s on its Facebook page, and Domino’s responded with an apology: “So sorry about that! Please share some additional information with us at bit.ly/dpz_care and please mention reference# 1409193 so we can have this addressed.”
Much like Bank of America’s Twitter fail last month, Domino’s failed to use social media as a human voice for the brand and instead turned a positive earned media opportunity into yet another example of a brand social media fail.
Adding insult to injury, Domino’s tried to jokingly cover up the auto-response as an intentional response:
Lame. Honesty is always the best policy when it comes to brands on social. Domino’s explanation that they were apologizing that it took so long for Tavares to find good tasting pizza is obviously ridiculous and a bit insulting to social media savvy consumers. If that’s truly how Domino’s social media team handles fan compliments, then it seems that they need some more training. But it if it was an automated response or just human error, it is alway better for a brand to just fess up and own the mistake.
Update: Digiday reached out to Domino’s for its side of the story, and as it turns out it was not a bot or automated response, but an actual person who responded to the Facebook compliment.
“We are proud to have real human beings right here in our Ann Arbor headquarters reading and responding to posts,” explained Domino’s spokesperson Chris Brandon. “Real human beings make real human mistakes sometimes, and this was one of those times. It was an isolated situation in which one of our people simply goofed up. It happens. We were all, naturally, a little bit red-faced by this – but we’ve already moved on.”
Fair enough. Indeed, if brands are going to be human of Facebook, then they will of course make mistakes.
‘Let’s put it out in the world’: Why Code and Theory is creating its own thought leadership publication, Decode
The publication gives the agency a home for opinion and thought leadership pieces from its staffers, many of whom have been writing pieces for industry publications in recent years.
‘We knew it would impact our business negatively’: How joining the Facebook boycott affected one small advertiser
For small boycotting advertisers like JibJab, staying off the Facebook advertising ecosystem permanently is untenable.
Member Exclusive‘You can’t just cut a little bit’: Why this moment could force agencies to accelerate necessary changes to their business models
To survive, agencies have to change how they do business instead of making cuts here or there to manage for the next quarter.
SponsoredPublishers: Assessing risk and ensuring payments in times of crisis
As the industry navigates the continued impacts of COVID-19, here’s the questions publishers should ask their programmatic partners or ad management providers to protect themselves from clawbacks and lost revenue.
‘Exceeded our marketers readiness’: As e-commerce growth accelerates, Dentsu is adding a new practice to meet the demand
The commerce practice was already in the works but the pandemic and changing consumer behavior due to the pandemic accelerated it.
‘Hooked on the Facebook drug’: Media buyers say smaller brands will return to the platform, but bigger brands will continue to boycott
Large consumer brands aren’t happy with Facebook’s response to the boycott so far and will likely wait until fall to reconsider the boycott.