New Dominos Format Puts Pie On Stage

Domino’s Pizza’s is picking up cues from traditional pizza parlors where the guy tossing the pies is behind the picture window. The new “Pizza Theater” store design, developed in partnership with strategic branding and design firm Chute Gerdeman, puts the service counter 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 watch, and a chalkboard wall.

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