Can’t Dominoes Afford a Teleprompter?
Patrick Doyle, the President of Dominoes, issued a video apology/response to the disgusting video posted by two store employees in North Carolina. I’ve heard it criticized for being corporate speak. I disagree.
Yes, maybe it would have been better if he hadn’t read at all, but just talked to the camera like David Neeleman, the former CEO of JetBlue Airways, when he apologized for service problems in 2007. But actually, as reading goes, I thought Doyle did a good job of making the statement sound heart felt and real.
The major problem that undermined his sincerity was a lack of eye contact. He appeared to be reading cue cards or a laptop to the left of the camera, instead of facing directly into the lens which a Teleprompter allows you to do. Gee, they don’t cost that much to rent, especially when your brand is at stake.
