Part of Domino's approach to handling the outcry of disgusted patrons was for McIntyre to directly respond to individuals, targeting bloggers who spread the video and whom he hoped would disseminate the company's response.
Rather than issue a formal press release to the mainstream press, which McIntyre feared would only encourage more people to find and view the video, he targeted the online audience that had expressed an interest.
"I'm savvy enough to know that if I'm contacted by a blogger, whatever I say is going to get posted," McIntyre said. "Even if I think I'm responding to an individual, I'm potentially talking to millions."
When the company received the e-mail from Hammonds apologizing for the prank and claiming the tainted food was never delivered, Domino's "copied e-mail verbatim and shared it with everyone," McIntyre said.
The company then posted a video response on YouTube by company president Patrick Doyle, in the hopes that the same Twitter members and bloggers who spread the video would spread the corporate reaction and apology.
"We sincerely apologize for this incident," said Doyle. "We thank members of the online community who quickly alerted us and allowed us to take immediate action."