Domino’s Pizza’s new format puts spotlight on pizza-making
Columbus, Ohio -- Domino’s Pizza’s new “Pizza Theater” store design, developed in partnership with strategic branding and design firm Chute Gerdeman, brings the art and skill of pizza-making front and center.
Under the new design, the service counter, which had always been positioned perpendicular to the store entrance, has been rotated 90 degrees to run length-wise, with the “Pizza Theater” area — where the chefs hand toss fresh dough and make each order — at the front and the cash register at the back. There is even a step platform so that children can see the action. And a chalkboard wall offers a creative outlet for kids of all ages.
“Now, the first thing customers see is the best thing Domino’s does…pizza-making,” said Lynn Rosenbaum, VP environments, Chute Gerdeman. “Before they even enter the store, they see a fun, entertaining and welcoming environment.”
Other new design features include a dining room with plenty of diversions to entertain customers while they wait for their pizza. Technology comes into play as well, with an order kiosk and Pizza Tracker—an electronic, personalized status board so that customers can track their orders.
The color palette pays homage to Domino’s red, white and blue colors, but has been enhanced with some warmer colors, including a fresh-baked ochre color called “Crust.”
Complementing the new store design is a new, single-tile logo — marking a significant change in the branding of the 52-year-old company.
More than a dozen of the new concept stores have been built throughout the U.S. All have scored high in improved brand perception and likelihood to recommend.
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Going forward, all new stores built in the U.S. and a number of countries around the world will feature the new logo and key components of the new design.