Video: The obligatory “Domino’s employees destroy company’s brand” clip

No joke. Imagine corporate goodwill as a physical structure and this becomes grand arson. Or, if you prefer, assassination, with Domino’s as the powerful target and these two morons firing off shots from the sixth-floor of the book depository.

I’d call it a palate cleanser except that you won’t be in the mood for eating afterwards.

“We got blindsided by two idiots with a video camera and an awful idea,” said a Domino’s spokesman, Tim McIntyre, who added that the company was preparing a civil lawsuit. “Even people who’ve been with us as loyal customers for 10, 15, 20 years, people are second-guessing their relationship with Domino’s, and that’s not fair.”

In just a few days, Domino’s reputation was damaged. The perception of its quality among consumers went from positive to negative since Monday, according to the research firm YouGov, which holds online surveys of about 1,000 consumers every day regarding hundreds of brands.

“It’s graphic enough in the video, and it’s created enough of a stir, that it gives people a little bit of pause,” said Ted Marzilli, global managing director for YouGov’s BrandIndex.

The Domino’s experience “is a nightmare,” said Paul Gallagher, managing director and a head of the United States crisis practice at the public relations firm Burson-Marsteller. “It’s the toughest situation for a company to face in terms of a digital crisis.”

They’ve been booked on felony charges (for delivering “prohibited foods”) and they’re staring at a civil suit from Domino’s seeking what’s sure to be millions in damages — which, I guess, ultimately makes this one of the most vivid submissions to the professional Darwin Awards that you’ll ever see. Below the gross-out clip you’ll find a response from Domino’s CEO begging the public’s forgiveness. Poor guy.

Update (Ed): Here’s another problem for Domino’s — she’s a registered sex offender who wasn’t supposed to be around any minor under 16, according to Smoking Gun.  I don’t think there was anything they could do about that — I doubt that Domino’s does background checks — but it’s still not going to look good.  Which is really too bad, because they’re the ones getting victimized by this.

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