‘Calling all Karens’: Domino’s looks for ‘nice’ Karens as part of free pizza promotion

Pizza chain Domino’s is attempting to leverage the ‘Karen’ phenomenon for a promotional giveaway.

The term ‘Karen’ is currently used online as a derogatory way to dismiss white women who don’t recognise their privilege, are rude to retail staff and believe they are above the rules.

It has become a talking point throughout the COVID-19 pandemic and civil unrest in the United States, with a number of videos going viral in recent days of women in Victoria refusing to wear face masks and speaking aggressively to staff and authorities.

Wearing face masks in public became mandatory in Melbourne and the Mitchell shire from 11:59pm on Wednesday 22 July, in the midst of Victoria’s six-week lockdown to counter the second wave of COVID-19 cases.

Domino’s, however, wants ‘nice’ Karens to come forward, with 100 of them to be rewarded with free pizza. They will have to submit their photo ID and explain in 250 words what makes them a ‘nice’ Karen.

The brand said it was a tough time to be a Karen, with Domino’s chief marketing officer for ANZ, Allan Collins, saying the brand wants to take the name back.

“In 2020, ‘Karen’ is no longer content to speak to the manager. Now, she’s dobbing in her neighbours, refusing to quarantine, or wear a mask,” he said.

“Consequently, the name ‘Karen’ has become synonymous with anyone who is entitled, selfish and likes to complain. What used to be a light-hearted meme has become quite the insult to anyone actually named Karen.

“Today we’re taking the name Karen back. At Domino’s, we’re all about bringing people together and we want to celebrate all the great Karens out there by shouting them a free pizza.”

Karens can enter the competition here.


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