A Slice of Justice — how doing the right thing gets you good will in new media

Grumpy Cat Concession

by Dwayne Alicie

Pssst — Grumpy Cat and I have a secret for you!

Doing the right thing is good for business!

But you already knew that, right?

You may have already seen this story about a couple of guys, Joel Diaz and friend, in Columbus, OH, who were heckled for being gay while holding hands waiting for pizza on a cold night.

Sadly, this happens all too often in our country. Deplorable, irritating and mind-numbing how people can be so small-minded … yes, absolutely.

But this story has a happy ending (shhhh! <giggle, wink, wink, nudge, nudge>) and implications for businesses who dare to do the right thing!

As you can read in the original post, Mr. Diaz and friend experienced a groundswell of support from fellow diners — as well as the pizza guys in the truck.

Super-cool, right?  Naturally, Mr. Diaz was excited about the moment and did what most of us do today when we’re moved. He wrote a heartwarming Facebook post about it.

The post flew around the internet, which cast a collective smile on the occurrence. The truck’s Facebook page shared Mr. Diaz’s status and weighed in on their staff’s commitment to being good, rational people by “sticking up and doing the right thing.” Yay, warm and fuzzies all around — and a smart business move, in my opinion.

But wait, there’s more!

The story made it to The Huffington Post and now, the pizza truck’s Facebook page, Mikey’s Late Night Slice, is lighting up with support and promises from future tourists to nosh on their apparently near-legendary late-night slices.

People are “liking” the page like crazy — I’ve watched it go up from 8,482 to 8,612 in the last 40 minutes — a rate of 3.5 likes/minute. And I think I probably arrived on their page after the biggest wave of new friends arrived.

But people aren’t just clicking “like” … they’re leaving messages of support.  This engagement is phenomenal, real, and invaluable — it’s good will.

Will this publicity and good will translate into sales for the truck?  Quite possibly!  I do think so.  Sure, people are probably not going to fly to Columbus just to eat some pizza.  But potential new customers in the community are more aware of the truck, and current customers who share the truck’s values will likely feel even more of a connection and loyalty to the business now.

I think the moral of the story is that even the simplest acts that demonstrate your values can have far-reaching effects on your business. And doing the right thing is always the best course of action.

What do you think?  Have you had experiences where a story like this motivates you to go out of your way to choose a provider of a service or product because they have demonstrated values that you admire?


Mikey’s Late Night Slice now has 11,551 likes! (as of January 13, 2013). Following the groundswell of interest in the story, Mikey’s created and  sold a limited quantity of t-shirts with a cheeky, fun slogan, “No Slut Sauce for you, Mr. Homophobe!” They vowed to donate profits to Equality Ohio! They brilliantly provided people with a way to translate their good will into cash no matter where they live. And it was also brilliant to connect with the cause that is at the core of the story — equal rights for LGBT people.  Everybody won!  Except Mr. Homophobe, of course. <<womp, womp>>

13 Comments on “A Slice of Justice — how doing the right thing gets you good will in new media”

  1. Social Justice from our Apron clad Hero ! LGBT is Universal – politically bi-partisan , interracial ,border less , colorless , odorless . No Criminal Association . But there’s No Big Money on the table in this game either. Which Pizza Truck is Protesting the Illegal Wars , Drone Murders , Palestinian Genocide , U S Presidential WAR Criminals (Past and Present) , Billions for Military Budget , etc. . Our Hearts are Starving for a Hero ,even in the Smallest of Battles .

  2. This IS Alice in wonderland to Me ! Gay’s Solidarity is Stronger, More Powerful then ALL the Anti -War ,Wiki Leakers ,No Gmo , Occupy , Stop Drone Killing , Internet freedom , etc ..Still only Sex ,Drugs and Rock n Roll to me . If it merits ‘ Media ‘ attention (Gay rights being singled out and separated from “Human Rights ” Worldwide – Not wordpress ) I am wary .

  3. Kuro says:

    Wish I could order this T-shirt myself. But it’d be pointless if I can’t wear it without risking getting harassed and booted off establishments.

    Oh, you lucky, lucky Columbus residents.

    Still; it’s a good story that warms the cockles.

    Thumbs-up from this non-American! 😉

  4. michael b wetherson says:

    we need more examples that not only make us feel better but, do better.

  5. Jerrold Smith says:

    The great thing about this story is that if you live in Columbus, Ohio, you aren’t surprised that LNS both serves great pizza AND did the right thing in this situation.

  6. Jamie says:

    Let’s not forget Mikey’s has indoor locations as well. Nearly heckle free!

  7. Christina says:

    They also (by the way) serve a super good pie. The moral of the story– douche bags miss out on really good pizza.

  8. Tom Morgan says:

    Fantastic. We had their awesome pizza last night, again. I also ordered a tee-shirt, in support!
    A business whose moral compass still points North??? YESSS
    The employee, Levi Taylor is a credit to them… and to us, as a community.
    Superheros don’t always wear capes. Sometimes they wear pizza stained aprons!

    • dalicie says:

      Wish I could have a slice, myself! Doesn’t it feel great to help the good guys win?

    • Christina says:

      Yes– he deserves a lot of credit. How was he to know that he would not get fired for turning a paying customer away. He had no way of knowing how his employer would respond. Pizza stained hero’s apron indeed.

      • Artor says:

        Maybe because he knows his bosses are decent people who would stand behind him & support his decision? Kudos to everyone involved, except for the bigot. He gets a raspberry and a Simpson’s style, “Ha Ha!”

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