On January 30, 1989, Kenneth Lamar Noid, a mentally ill man who thought the “Avoid the Noid” ads were a personal attack on him, entered a Domino’s restaurant in Chamblee, Georgia armed with a .357 Magnum and held two employees hostage for over five hours. After telling the employees that Domino’s owner Tom Monaghan had stolen his name, he forced them to call Domino’s headquarters and demand $100,000 and a white limousine as getaway transportation. After offering to exchange one hostage for a copy of [*The Widow’s Son*](https://en.wikipedia.org/wiki/The_Historical_Illuminatus_Chronicles), Noid reneged on his offer after a police officer brought him the book. Noid eventually became hungry and forced the employees to make him two special pizzas and a salad. While Noid ate the pizzas with his gun in his lap, the hostages escaped. Noid surrendered to the police shortly after. After the incident ended, Police Chief Reed Miller told reporters, “He’s para**noid**.” Noid was charged with kidnapping, aggravated assault, extortion, and possession of a firearm during a crime. He was found not guilty by reason of insanity. Noid spent time in a mental institution, but eventually committed suicide in 1995. This incident has been insinuated to have caused Domino’s Pizza to discontinue advertising using the Noid as their mascot, though this has been rejected by the company and the advertisers.