New Domino's Store Concept Focuses on Custom Orders, Carryout and In-Store Dining

After years of concept testing, Domino's announced an image makeover, including a reworked logo and a new prototype with an added emphasis on custom-built orders, carryout and even in-store dining.

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DOMINOS-PIZZA-THEATERThe "Pizza Theatre" design for newly built stores will move the pizza makers front and center, allowing customers to see the dough-tossing and topping layering in action. Domino's switch to freshly made dough and more custom ordering will also affect the layout of both the back of the house and the ordering area, including a more flexible kitchen setup with an open view into the food preparation process, and even a step platform for children to get a look at the action.

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The new stores will also feature a more tech-friendly and "comfortable lobby" focused on carryout customers, with added seating and online ordering kiosks for waiting guests as well as chalkboards for creative expression and feedback for the staff. Depending on square footage, some stores will feature a grab-and-go section with salads, milk and cookies, and mini dessert parfaits, along with a handful of in-store dining tables and counter seating with flat-screen TVs.

Domino's has rolled out nearly a dozen of these new concept stores this year throughout the country, including in Las Vegas and Gulfport, Miss. The newly designed prototype and logo mark perhaps the most dramatic change in 52 years.

Company execs say the ideas began in 2008 during the recession.

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