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Angry Gunman, Named Noid, Arrested In Botched Domino’s Robbery, Say Police

January 31, 1989 GMT

CHAMBLEE, Ga. (AP) _ A man named Noid, apparently upset about the like-named character in Domino’s Pizza commercials, held two hostages at gunpoint nearly five hours Monday in a bungled holdup at a Domino’s outlet, police said.

Two shots were fired by the gunman, who was taken into custody around 5 p.m., but no one was injured, police said.

Kenneth Lamar Noid, 22, of Albany was ″having an ongoing feud in his mind with the owner of Domino’s Pizza about the ‘noid’ commercials,″ said Sgt. Mark Bender, a police detective. ″Apparently, he thinks they’re aimed at him.″


The advertisements urge customers to buy pizza from Domino’s in order to avoid a ″noid,″ an animated, caped gremlin who, the ad says, turns pizzas cold and makes the cheese stick to the box.

The standoff in this northeast Atlanta suburb began at noon Monday when the gunman tried to rob the pizza place but failed, Police Chief Reed Miller said.

Two shots were fired shortly after police arrived, but the gunman apparently was not trying to hit anything and his hostages, both employees of the pizza place, simply ran out of the store shortly before 5 p.m.

″He (the gunman) turned his back for a minute and one ran out the door,″ Miller said. ″The second one then ran for the door, and fortunately he was not shot at.″

Miller said the man wanted $100,000 and an unidentified library book in return for the hostages’ release. He said the man acted irrationally at times, making it difficult for police to communicate with him.

Noid was being charged with kidnapping, aggravated assault and theft by extortion in connection with the hostage-taking incident. No bond had been set.