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Domino's to Premiere Pizza Theater

August 28, 2012Written by Tom Ryan

As part of a four-year-long branding makeover, Domino's is introducing a more upscale "Pizza Theater" store concept as well as a simplified logo.

The eatery redesign features open-kitchens — including a step platform for children — that enable guests to watch "pizza-making artists" tossing dough and creating pizzas. Depending on the size, the stores will incorporate comfortable lobby areas with seating as well as ordering kiosks and boards that track to-go orders electronically. Chalkboards are placed around the eateries to allow customers to express their creativity or leave feedback for the store team.

Some stores may feature a number of "grab and go" items, from salads and milk to cookies and mini dessert parfaits, and some may be decked out with big screen televisions

Domino's is also ditching its square-shaped logo for a similarly detailed rectangular one with no mention of pizza. In a statement, Chief Marketing Officer Russell Weiner said the aim is for a "simple, visually striking logo" to "reach the point
where we're as recognized as the Nike swoosh or the Golden Arches."

Nearly a dozen of the concept stores have been built throughout the U.S. this year.
The changes comes as about 30 percent of guests on average now pick up from Domino's, up from 10 percent to 20 percent. The increase has been spurred by mid-week promotions, consumers' desire to avoid tips or delivery fees, as well as some customers finding it convenient to pick up pizza on the way home. Mr. Weiner admitted to Advertising Age that Domino's stark stores "are not the most welcoming."

The moves also reflect the menu revamped in 2008 that includes a reformulated core pizza recipe. Additional items now include a line of artisan pizzas, side items like Parmesan Bread Bites and Stuffed Cheesy Bread, as well as sandwiches. Some reports also saw the changes as a response to more upscale approaches from other fast-food chains as well as a growing number of build-your-own pizza concepts.

Yet despite the warmer settings and seating, Domino's is not shifting from its delivery model.

"If people want to sit down and sneak in a couple of Parmesan bread bites or sneak in a bite or two of their pizza, they'll have room to do that," Chris Brandon, a company spokesman, told NBC News. "If somebody really does want to sit there and eat their pizza, they'll have more breathing room to but it's not a means towards dine-in."

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