Domino’s MY goes into crisis management mode with video apology from deputy president

Domino's Pizza Malaysia has issued a video apology featuring deputy president Shamsul Amree Abdul Rahman (pictured), to once again apologise for wrongly accusing a customer for hacking into its system to use unauthorised vouchers and for filing a police report.In a video on Facebook which has now garnered over 72,737 views, 2.7k reactions, 1.4k comments, and 818 shares, Shamsul apologised to the consumer Zacky Khairudean for what he has been through. He added that the police report was lodged in a hurry and should not have happened."Our restaurant received an unusually large number of orders within a short period of time, causing Zacky's order to be suspicious. We are aware that there was no need to lodge a police report if we discussed the order with Zacky at that point in time," Shamsul explained.Realising the mistake, Shamsul said he met with the consumer to seek forgiveness and explain the situation. "At Domino's, we value our customers and put them first. We always try our best to offer the best experience to our consumers," he added.Shamsul also said that the company is currently monitoring and repairing any gaps in its system to ensure it is competent. "We hope that Domino's consumers would not worry or be sceptical about using our vouchers," he said, once again apologising to Zacky and consumers.At the time of writing, netizens' reactions to Shamsul's video were positive, praising Domino's for being able to troll other brands while accepting responsibility for its actions. Some also thanked Shamsul for the heartfelt explanation and apology, adding that it was a good PR recovery and that they still love the brand.Last week, Domino's was thrown into the spotlight after a customer shared on social media that he was wrongly accused. The matter was eventually settled at the Domino's outlet after the company found that the customer had, in fact, used legitimate vouchers purchased from an eCommerce platform, multiple media reports said. Netizens, however, voiced their displeasure over Domino's treatment of customers. They even went as far as posting police memes and pictures of physical vouchers as proof that they are legitimate, in protest of the incident.Meanwhile, its spokesperson said in a previous Facebook post that it appreciates the time and feedback offered by its consumers, and that it has helped Domino's find the best win-win situation. It also took down a previous Facebook post stating that it had detected selling of unauthorised vouchers and “irregularities” in the value of orders it received. According to the company, the voucher codes entitle users to free pizzas.[A+M’s PR Asia will come to Malaysia this November, gathering together some of the finest minds in industry to explore the exciting and developing world of digital PR. Join us for a series of exclusive case studies, interactive and thought-provoking discussions at PR Asia on 20 November in Kuala Lumpur, Malaysia. Register now.]