National fast food chain Domino’s pizza is facing a PR nightmare after trouble-making employees intentionally used disgusting, unsanitary measures to prepare food. The employees, who have since been fired and could face charges, recorded the video with one purpose in mind—spreading the video across the Internet by posting it on YouTube.

The damaging video and discussion spread rampantly across the web in the last few days, tarnishing the reputation of Domino’s Pizza. We decided to measure just how bad the effects were for the Domino’s brand.

The chart below shows the overall chatter throughout the last week, along with the total positive and negative conversations within this chatter. Will the Domino’s brand be able to recover soon? Domino’s has posted an apology video on YouTube and created a Twitter account to respond to customers directly online. If you were Domino’s CEO, how would you respond to this crisis?