Domino’s Reinvents With ‘Pizza Theater’


ANN ARBOR, Mich. — Domino’s Pizza has been slowly reinventing during the past few years, and now it’s announced a new ‘Pizza Theater’ store design showcasing pizza-making artists.

The new design will feature an open-area viewing of the food-preparation process, including a step platform for children to see the action.

New design features also include big-screen TVs, kiosk ordering and in-store chalkboards for customers to use for fun or to leave feedback for the staff. In terms of the menu, Domino’s is introducing “grab-and-go” items, ranging from salads and milk to cookies and mini dessert parfaits.

“Everything started to come together in 2008, when we recognized the real need to change,” said Russell Weiner, chief marketing officer, Domino’s Pizza. “We began to expand our menu, develop a whole new recipe for our pizza and come up with new, breakthrough ways to talk about our brand with consumers. We began to interact with customers in innovative ways through technology, mobile devices and social media. The next step in this process is to build the store of the future, featuring new store signage and a simple, visually striking logo, because we believe Domino’s has become an iconic global brand that is instantly recognizable.”

The new logo is scheduled to be unveiled in October at stores that have been revamped.

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