A pizza fanatic who got a tattoo of the Domino's logo inked on his ankle has lost a court battle after the deal was cancelled.
Dmitry Mazentsev, who lives in Moscow, got the red-and-blue takeaway permanently drawn onto his body after entering a competition in 2018 called 'Domino's Forever'.
The competition, which promised one hundred free pizza vouchers each year for 100 years in exchange for a 2cm tattoo of the company's logo on participants' bodies, received hundreds of applicants.
The promotional offer was forced to close after one week of opening and chose 350 lucky winners - including Mr Mazentsev.
But he only got the chance to enjoy free pizza for five years after his supply was cut off in 2023 when Russia invaded Ukraine, which revoked Domino's licence in the nation.
Domino's announced on Russian social media network VKontakte that the offer was no longer valid and that the company would provide funding for tattoo removals, the Sun reported.
Mr Mazentsev decided to take them to court, demanding they continued to give him 100 28cm pizzas each year until the year 2118, as well as offer him compensation for 'moral damages'.
He told Moskva FM in 2023: 'I got sick of pizza but obligations to customers have to be fulfilled. It's a matter of principle.'
Dmitry Mazentsev, from Moscow, Russia, got himself inked with the Domino's logo after entering a competition to win free pizza for life
Hundreds of people rushed to get inked to win 100 free pizza vouchers each year for 100 years
But the promotional offer was cancelled after Domino's licence was revoked in Russia following the invasion of Ukraine
Mr Mazentsev lost his court battle, however, as Moscow's Meshchansky District Court disagreed and ruled against his claim against Domino's.
The takeaway chain's 120 remaining restaurants in Russia have now been taken over by Anton Pinskiy - a rapper and restauranteur who once sang: 'My best friend is President Putin'.
The competition was a controversial one from its beginnings. Domino's faced criticism from fans who eagerly got inked when it failed to tell them the competition was closed.
When it had first been announced on Facebook in 2018, the company failed to set a time or participant limit, meaning hundreds of people rushed to get tattooed with the red and blue takeaway box symbol.
They subsequently issued a statement saying there was now a one week limit, saying: 'Friends, we already have 350 participants! We are not receiving any new tattoos!'