It’s wonderful how much a good deed can still garner free press – and positive press at that because a good deed can just as easily turn into bad press. Remember the KFC roasted chicken meal giveaway in 2009 that Oprah announced? People had trouble printing and redeeming the coupons and KFC couldn’t keep up with demand, prompting chaos and shouting matches at some restaurants.
A few weeks ago Domino’s Pizza had their hands full with good, free press after one of its delivery drivers in Memphis, TN, Susan Guy, became concerned when she didn’t get her daily order call from a local elderly woman, Jean Wilson. In fact, the Domino’s driver rushed to Ms. Wilson’s home, did some investigating and called 911 after discovering that the pizza shop’s most loyal customer of three years had fallen and laid there for three days.
So now the talk is that the Domino’s driver saved Ms. Wilson’s life, which in turn adds to the resuscitation of Domino’s brand. Pretty big jump, but ok. Once the woman was on the way to the hospital, the delivery driver even joked that she’d probably still take Ms. Wilson her daily large pepperoni pizza and two diet Cokes.
Now, at this point, I began to wonder if anyone else besides me thought it was not good for an 82-year-old woman to eat pizza every day. I theorized that perhaps she was sharing it with someone else, or hoped that maybe she had some pets she was giving some of it too. I know, not good either.
In all the coverage of the incident that I saw or read, the state of Ms. Wilson’s health surprisingly did not come up.
Yet, I digress. The point is how some now claim this unique incident is boosting Domino’s brand and image in the public’s eye. I highly doubt one could tie the driver’s actions to any particular Domino’s training or job requirement. Or that Domino’s encourages what Ms. Guy did in its employee handbook.
Instead, I’d wager it’s just someone who’s been raised right doing something heroic for another human being. Plain and simple.
Still, it doesn’t surprise me that Domino is taking advantage of the opportunity to ride the good publicity wave, especially considering how much money and energy they’ve recently put into rebranding themselves after years of sagging sales and a tarnished reputation.
In the meantime, I just hope Ms. Wilson is healthy.