How OJ Simpson Boosted Domino's Pizza Sales

On a fateful day in June 1994, millions of Americans found themselves glued to their television screens, captivated by the surreal sight of O.J. Simpson evading police in a white Ford Bronco. This unexpected event, which unfolded twenty years ago today, not only left an indelible mark on popular culture but also propelled Domino's Pizza to experience its busiest day ever at the time.

More than 95 million viewers were tuned in, too riveted by the unfolding drama to leave their televisions. The timing couldn’t have been more fortuitous for Domino's. It was dinner time on the West Coast and late evening on the East Coast, prime hours for pizza delivery. As the chase continued, Domino's phones rang off the hook, with people opting to order in rather than miss a moment of the live spectacle.

Tim McIntyre, vice president of corporate communications for Domino's, recounted the unusual surge in orders. "People were so enthralled by the bizarre nature of what was happening, they didn’t want to miss a moment, so instead of going out to dinner or making dinner, many people ordered pizza," he told Business Insider. The result was record-breaking sales for the company on June 17, 1994.

Since then, Domino's has more than doubled its retail locations, boasting over 10,000 stores worldwide. However, McIntyre is quick to clarify that the company's growth cannot be attributed to any long-term effects from the Simpson car chase. "Other than our being mentioned in the media on every 10th anniversary of this odd event, it had no impact on our brand whatsoever," he said. "We’re certainly not going to give O.J. Simpson any credit for the success we enjoy in our global brand today. It was a bizarre blip, and nothing more."

This unexpected boost in sales from one of America's most infamous televised events remains a curious footnote in the history of Domino's Pizza, a reminder of how unpredictable moments can intersect with business in the most unexpected ways.