Flemington, NJ, April 17, 2009 – A new national study among 243 Americans revealed that 65% of respondents who would previously visit or order Domino’s Pizza, were less likely to do so after viewing a “prank” video, which was posted on YouTube earlier this week.

The study was conducted by HCD Research, using its Media Curves website on April 16, to obtain Americans’ perceptions of a video, which had two Domino’s employees defacing food in a branch of the fast food chain. Participants were also asked to provide their perceptions of a video in which Domino’s President, Patrick Doyle, apologized for the actions of the employees.

After watching the YouTube “prank” video, 65% of respondents who initially would visit a Domino’s or order Domino’s for delivery, reported that they are less likely to visit a Domino’s chain or order. After respondents viewed the Domino’s apology video, their likelihood to visit and order from Domino’s increased slightly, but it was still a significant drop from the result prior to viewing the employee video.

Among the findings:

 “Which of the following actions are you likely to perform in the next three months?”

“Do you think the apology response video released by Domino’s USA President, Patrick Doyle, was effective in rectifying and restoring Domino’s image after this incident?”

While viewing the video, participants indicated their levels of believability by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also post-viewing questions.

The Media Curves website provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.

Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).