On January 30, 1989, a man wielding a .357 magnum revolver stormed into a Domino’s in Atlanta, Georgia and took two employees hostage. For five hours, he engaged in a standoff with police, all the while ordering his hostages to make him pizzas. Before the police could negotiate with his demands ($100,000, a getaway car, and a copy of The Widow’s Son -- a novel about Freemasons), the two employees escaped. In the ensuing chaos, the captor fired two gunshots into the establishment’s ceiling, was forcefully apprehended, and received charges of kidnapping, aggravated assault, and theft by extortion.
The assailant, a 22-year-old named Kenneth Lamar Noid, was apparently upset about the chain’s new mascot. A police officer on the scene later revealed that Noid had “an ongoing feud in his mind with the owner of Domino’s Pizza about the Noid commercials,” and thought the advertisements had specifically made fun of him. A headline the following morning in the Boca Raton News sparked a talk show frenzy: “Domino’s Hostages Couldn’t Avoid the Noid This Time.”
A subsequent court hearing found Noid innocent by reason of insanity; a paranoid schizophrenic, he was found to have “acute psychological problems,” was turned over to the Department of Human Resources, and ended up in Georgia’s Mental Health Institute, where he spent three months. Years later, in 1995, unable to shake the idea that the Domino’s ad campaign had intentionally targeted him, Noid committed suicide in his Florida apartment.
Following the ordeal, Domino’s swiftly terminated the Noid campaign. For nearly twenty years, the annoying character lay in glorious respite, before briefly returning in 2011 (his 25th anniversary). This time though, he was merely part of a short-lived promotional marketing campaign: in Domino’s Facebook game, “The Noid’s Super Pizza Shootout.” As quickly as he came, the Noid returned to the void.
