THIS is how you respond to a YouTube crisis...

Following the YouTube hoax perpetrated by two Domino's Pizza employees, Domino's USA President Patrick Doyle released this YouTube video response. It was quick, to the point, covered the key messages (what happened, what they're doing for an immediate response, and what they're doing in the longer term), and was sincere. My only minor quibble is that Mr. Doyle did not spend a few extra bucks on a Teleprompter--he was clearly looking at a script adjacent to the camera lens, and it robbed him of eye contact with his customers. Overall, though, well done.