The Busiest Day for Domino’s Pizza Was During the O.J. Simpson Chase
On the evening of June 17, 1994, millions of Americans sat frozen in front of their televisions, transfixed by a slow-moving white Ford Bronco leading police down Los Angeles’ 405 Freeway. It was a national spectacle that glued households to their screens. But while the country watched O.J. Simpson’s unexpected flight from police unfold in real time, another story was taking shape behind the scenes. That night became the busiest day in Domino’s Pizza history.
How a Car Chase Turned Into a Pizza Surge
To understand why that evening became such an anomaly for pizza sales, you have to rewind to the afternoon’s chaotic timeline. Simpson was expected to surrender to the LAPD by 11 a.m. on June 17. When he failed to appear, police declared him a fugitive early that afternoon. By 5:51 p.m., he made a cellphone call from a white Ford Bronco, a call quickly traced to Orange County. Just minutes later, at 5:56 p.m., the California Highway Patrol initiated the pursuit.
The events that followed were unlike anything Americans had ever seen. It was a 90-minute, low-speed chase, with dozens of patrol cars and two men in a Bronco moving steadily down a major freeway while helicopters hovered overhead. When Simpson finally returned to his Brentwood home at 8:47 p.m., he was taken into custody as 95 million people continued watching live.
The staggering number of viewers rivaled Super Bowl ratings. It created the perfect storm for nationwide takeout. As Tim McIntyre, Domino’s vice president of corporate communications at the time, later explained, the chase unfolded at dinnertime on the West Coast and during early evening hours on the East Coast. Families weren’t going out to eat. They weren’t stepping away from the broadcast long enough to cook. They simply picked up the phone and ordered pizza.
Domino’s Reaction Then… and Now
The O.J. chase was a cultural moment. In an era before streaming, DVRs, or social media, live television held an unmatched urgency. Missing a minute meant missing the story, and Americans weren’t willing to take that risk.
Despite the short-term sales spike, Domino’s never treated the chase as a milestone worth celebrating. The company has consistently distanced itself from the idea that any notoriety surrounding the event contributed to long-term success. McIntyre emphasized that while the surge was undeniable, it was a one-off anomaly, unrelated to brand strategy or future growth.
By the time the chain publicly reflected on the moment years later, it had doubled its total store count to more than 10,000 global locations. McIntyre put it plainly: “We’re certainly not going to give O.J. Simpson any credit for the success we enjoy in our global brand today.” It was based on operational expansion rather than cultural coincidence.