Will Domino’s Video on YouTube Pummel Pizza Place’s Profits?

Employees locked up for alleged prank

Two (former) Domino’s Pizza employees who posted a video on YouTube have been arrested. The employees, one of whom stuck cheese up his nose before placing it on a sandwich, say it was a prank. Domino’s President Patrick Doyle says the company is charging the YouTube filmmakers with felonies.

Watch YouTube videos

If you try to find the “prank” video on YouTube, you’ll probably have a rough time, as it as been removed. You’ll more likely find the apology video by Doyle on behalf of the company.

However, the video is still available in the blogosphere, and you can watch it at goodasyou.org.

Food felons

For 31-year-old Kristy Lynn Hammonds and 32-year-old Michael Anthony Setzertwo, the video filmed at a North Carolina Domino’s store means unemployment and hefty fines. They were held until their court date today under $7,500 bond. Both Hammonds, the camera operator, and  Setzertwo, the film star, are charged with distributing prohibited foods.

Picking up the pieces

For Domino’s, the YouTube video means a PR nightmare. Payday Cash Advance Loan stores face similar problems when one errant store or company gets involved in a class action lawsuit.

The former employees’ laughter throughout the video clearly illustrates the fact that to them it is a joke. However, to Domino’s Pizza the video is a very real threat to the reputation of the company, and thus the company’s profits.

Fighting prank with PR

Because the video represents some of consumers’ worst fears when it comes to letting strangers prepare their food, the video has the real potential to drive customers away. Because of the nature of YouTube and viral videos, it has the potential to drive a lot of customers away. According to USA Today:

“Nothing is local anymore,” Domino’s spokesman Tim McIntyre says. “That’s the challenge of the Web world. Any two idiots with a video camera and a dumb idea can damage the reputation of a 50-year-old brand.”

USA Today also says Domino’s is “getting fairly high marks from social-networking and crisis-management gurus.” Find out how in “Domino’s nightmare holds lessons for marketers.”