Five cameras have been installed at a Domino's in Salt Lake City to enable online viewers across the world to see the making of its pizza, start to finish.
Viewers of Domino's Live, which is streaming online through the end of May, largely see the location's cooks kneading the dough, adding the toppings, popping the pies in and out of the oven.
Adweek wrote, "The footage is almost comically boring, but I suppose that's what you get with 'transparency' — an inside look at a pretty tedious process in action."
"We're proud of what we do in our stores and the ingredients in our pizzas," CEO J. Patrick Doyle told Forbes. "That's why we've already been rolling out the 'pizza-theater' concept in our new stores, which already has been opening up our kitchen to our customers. Now, digitally, we're doing the same thing with Domino's Live."
![[Image: Domino's LIVE]](/public/images/discussions/16758/dominos-live-still.jpg)
Domino's Live follows several other efforts by the pizza chain to increase its transparency. Beyond providing views of its kitchens with its "pizza-theater" concept, commercials over the past two years have openly addressed customer complaints, including its pizza tasting "like cardboard," that led to an overhaul of its pizza sauce and crust formulas as well as the introduction of new artisanal pizzas. As part of Domino's Tracker feature, the names of actual pizza makers and delivery employees are attached to a pizza order.
Management is exploring whether the initial single-store pilot program with Domino's Live will be extended beyond the end of May or to other stores. Mr. Doyle said, "We'll try one store and see how it goes."