This might be old news, but I just learned that the Domino's employees who recently jeopardized the brand with that lovely back kitchen video were identified not by a co-worker, Domino's employee, or even a friend or family member.  It was a group of regulars on consumerist.com who used a combination of online tools to scope out potential restaurant locations and then confirm the identities of the mischievous pair.

Here's the reference in AdAge:

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Interestingly, it was a viewer, not the marketer, who identified the offenders first. Amy Wilson, a Georgetown University graduate student, worked with boyfriend Jonathan Drake to identify the unseemly pair after spotting the story, which by then was on Consumerist.

Starting with a Jack in the Box sign visible from a window in the video, she and Mr. Drake, who analyzes satellite images for a nonprofit, used that and other clues to assemble a street view and began to search Google satellite images for locations that matched. Then Paris Miller, a Northern Kentucky computer consultant, traced one of Ms. Hammonds' friends to Conover, N.C. There he was able to find a Domino's near a Jack in the Box.

"I didn't even intend on doing this," Mr. Miller said. "I didn't know how big this was becoming." He credits another user with calling the location to confirm that the pair worked there. Mr. Drake contacted Tim McIntyre, Domino's VP-communications. The Consumerist trio will each get Domino's coupons roughly equivalent to a year of free food.

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What strikes me is how quickly mysteries can be solved now, by people who don't need insider info or proprietary tools.  And the fact that they'll do it without being asked or compensated.  Although, perhaps they were banking on the endless supply of Bread Bowl Pasta and CinnaStix.