Mistakes get made in the pizza delivery business. Pizzas get delivered late, orders get mixed up, and the occasional over- or undercooked dinner shows up at someone’s door. It’s a fact of life.
Domino’s is well aware of that fact, which is why the company has ready-made responses to complaints
on its Facebook page. Generally, the brand tells the customer, “We’re so sorry about that!” and directs him or her to a customer service email.
Apparently, complaints aren’t the only posts that Domino’s social media managers believe warrant an apology. When a customer came to the Facebook page on Aug. 7
to declare the company’s pan pizza the “best pizza ever,” this was the response:
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.
The confusing post led to speculation on Facebook, in Consumerist
, and Yahoo News
, and elsewhere that the Domino’s social media team is either so accustomed to complaints it simply took a compliment as a gripe, or that the response reveals that the brand automates at least some responses.
[RELATED: Master can't-ignore social media tools with Mark Ragan's one-day social media boot camp.]
A quick scan of the Domino’s Facebook page does show that the brand generally reacts appropriately to positive feedback
Two days after the initial mishandled post, the brand offered this tongue-in-cheek explanation:
No, we meant we were sorry it took Jeaneth so long to enjoy the best pizza ever. Think of all the pizza she's likely had that wasn't the best ever!
Yeah, that's it.... Thanks so much for the kind words, Jeaneth.