Domino's Issues Apology Following KKK Reference on Customer's Pizza Box
Pizza chain Domino's has issued a formal apology after a black mother from Birmingham discovered the initials KKK printed on her order box and displayed on the screen at a Selly Oak branch. The incident, which occurred on March 19, has sparked outrage and concern over racial sensitivity in customer service.
Customer's Distressing Experience at Selly Oak Store
Charmaine Porter, a 42-year-old resident of Monkspath who was born in Birmingham, ordered food for her 14-year-old daughter from the Bristol Road Domino's location. Upon arrival, she noticed staff members laughing before seeing the order reference KKK both on the digital screen and physically on the pizza box. The initials are globally recognized as shorthand for the Ku Klux Klan, a white supremacist group founded in the United States after the Civil War.
Charmaine expressed her anger and frustration, stating, "At first, I saw staff laughing and then I saw the order reference 'KKK'. I thought 'surely, this can't be for us'. The way they were laughing, I didn't want to assume but I knew it was our order." She confronted the staff, saying, "Are you having a laugh?" but felt the response worsened the situation.
Lack of Immediate Remorse and Lasting Impact
The mother described feeling embarrassed for her daughter and emphasized that the experience was completely unacceptable. She noted that while other orders on the board displayed actual names, hers solely featured the KKK reference. Charmaine reported that staff showed no remorse during the incident, which was her first visit to that particular store.
"I was angry, frustrated and embarrassed for my daughter to experience that. There isn't a defence to this, I would like Domino's to admit it got this wrong," she said. The event has led her to vow never to return to the Selly Oak Domino's and has negatively impacted her perception of the brand overall.
Domino's Response and Remedial Actions
In response to the incident, a Domino's spokesperson offered an apology, acknowledging the distress caused while attributing the reference to a genuine error without malicious intent. The statement read, "We apologise to the customer for how this situation was handled in our store. While this arose from a genuine error with no malicious intent, we recognise the situation would have been distressing."
The company has been coordinating with the franchise partner operating the Selly Oak store to investigate the matter thoroughly and ensure it is properly addressed. As part of the resolution, the franchise has contacted Charmaine to apologize directly, and she has received a full refund for her order.
Domino's reiterated its commitment to providing positive experiences for all customers, stating, "At Domino’s, we want every customer to have a positive experience in our stores." This incident highlights ongoing challenges in maintaining sensitivity and professionalism in customer interactions, particularly concerning racially charged symbols.
