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Everyone has their go-to comfort restaurants — those magical places where the food has the power to lift your spirits and bring all the positive vibes. Japan, of course, has its own special spots for that. But, you know how it goes – sometimes, those good memories can take an unexpected turn, especially when food pranks start making waves on social media.
Now, Domino’s finds itself on the list. While the chain would probably prefer to be known for its pickle pizza, it’s instead facing a threat to its reputation. The culprit? Food terrorism.
Brand-new food prank: Here we go again!
In a classic SNS food prank fashion, the viral video features a young Domino’s Pizza part-timer, sporting the iconic hat and uniform, playfully rubbing his nose-picked content onto the pizza dough. Shared on the official 爆サイ.com account on X on Feb. 12, the video reportedly captured the mischief around 2 am that very day. Domino’s swift investigations led to pinpointing the origin of the video – the implicated store in Amagasaki, Hyogo Prefecture.
Domino’s finds itself in a tough spot as X users declared plans to switch to alternative pizza chains. The brand’s hygiene image is under scrutiny, with skeptics casting doubt on the maintenance of strict practices in other stores. Yet, some users commended Domino’s for its prompt response, lauding the administration for skillfully navigating the crisis.
With memories of viral food pranks still fresh, Domino’s wasted no time responding to the latest pizza scandal. The chain swiftly clarified that the dough in question was still undergoing fermentation and intended for use the following day. Without hesitation, they tossed out the dough and all associated ingredients and even closed down the entire store for good. Further explanations, public apologies, and commitments to pursue legal actions against the responsible employee followed suit.
“We sincerely apologise for any discomfort and inconvenience caused to our customers. From now on, the entire company will make every effort to avoid a recurrence and restore trust in our products.”
Of all places, Domino’s
The blow to the Japanese public hit especially hard this time, as it happened at Domino’s of all places. Believe it or not, Domino’s pioneered delivery service in Japan, catalyzing the acceptance of pizza as a daily dietary staple.
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Back in September 1985, when the first Ebisu store opened, per capita cheese consumption was just 1/20 compared to Europe. Surpassing expectations, Domino’s expanded nationwide, sparking the birth of new pizza delivery chains.
Since its inception in 1960 in a Michigan college town in the U.S., the concept of delivering fresh-baked pizza to people’s tables within 30 minutes has gained global success. Today, Domino’s boasts a staggering 20,000 stores worldwide.
The figures in Japan are equally remarkable. With a 1 billion yen capital, nationwide sales of 79 billion yen, and over 1,000 stores, Domino’s takes pride in introducing Japan to the pizza delivery culture.
Survey results from MyVoice.com, conducted between Nov. 1-5, 2022, distinctly credit Domino’s for its achievements. Surging ahead as the unequivocal favorite among Japanese pizza enthusiasts, Domino’s secured an impressive 31.8% of the votes, claiming the top position. Pizza La and Pizza Hut trailed behind with slightly over 10%.
Whether it’s for family feasts, social gatherings, or indulging in solo pizza cravings, Domino’s reigns supreme. Japanese customers appreciate Domino’s for its competitive pricing, tasty crust, and diverse menu, solidifying its status as their preferred pizza provider.
Food pranks in Japan are nothing new
This latest food prank emerged a year after the uproarious sushi terrorism incident that shook Japan’s dining scene. In January, a viral video showcased a youngster licking soy sauce bottles and teacups at the renowned conveyor belt sushi spot, Sushiro, tarnishing the image of popular sushi chains.
Soon, disruptive videos surfaced from other sushi spots. Customers were caught putting unauthorized wasabi on sushi at Hamasushi, while others playfully placed soy dispensers in their mouths at Kura Sushi.
The trend spared no one, extending beyond these eateries to Yoshinoya, where diners used chopsticks to share pickled ginger, and at Ramen Yamaoka, where some boldly licked the lid of a water pitcher. And the list goes on.
The internet erupted with criticism as the identities of the responsible juveniles were exposed, leading to personal attacks and bullying. Many voiced discomfort, pledging to steer clear of these eateries. The repercussions were palpable in the sales of restaurants already grappling with the aftermath of COVID-19 and a global supply crisis. The economic blow from the viral food pranks was substantial. Sushiro’s stock prices experienced a temporary 5% decline, resulting in losses exceeding ¥160 billion within a single day.
Despite swift apologies from the young culprits, citing naivety or a quest for social media fame, companies responded decisively. Massive transformations hit their stores, from halting conveyor belts to directly serving seasonings at tables. Kura Sushi went a step further, implementing AI surveillance to detect suspicious plate returns.
Legal actions ensued, with the Kura pranksters facing charges of obstructing business. Sushiro initiated a ¥67 million lawsuit against the minor behind the Gifu store incident. All these violations are subject to Article 261 of the Penal Code for property destruction and Article 234 for business obstruction, carrying potential penalties of up to three years in prison or substantial fines.
Onto the next target…or perhaps not?
It’s tough to predict if the current measures can truly curb future food terrorism. After the Sushiro incident, some wondered if legal action by Yoshinoya in 2019 could have deterred disruptive behavior in sushi chains. Yet, here we are, a year later, discussing another food prank targeting a different dining chain. It seems the idea that “crimes don’t pay” wasn’t the solution after all.
As the public braces for the next prank tempest hitting another beloved restaurant, there’s a call for proactive measures to nip the trend in the bud. Recommendations include reeducating staff and displaying signs in stores to reinforce dining etiquette, as well as establishing a robust crisis management plan. The success of the latter, particularly, is still to be determined as we eagerly await to see if Domino’s timely actions will enable it to navigate the storm.
Sources
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