A pair of mustachioed pizza makers in blue aprons – visible from behind a glass display at a new Domino’s store in Seattle – tossed dough into the air as a handful of corporate executives looked on.
Domino’s calls the concept “pizza theater,” because customers now can come in and watch their orders being made.
“This is the way we always made our pizzas. A lot of people just had no idea,” said Domino’s Chief Executive Patrick Doyle, who was in town last week to see the new store. “It was sort of one of those lightning-bolt moments where we said, ‘Gee, maybe we should show them.’ ”
The new look is part of a four-year-long effort to freshen the pizza chain’s image and boost its growing ranks of carryout customers.
The open-kitchen format includes seating for a dozen or so people, a chalkboard where customers can leave comments, and a refrigerated section for grab-and-go items such as salads and milk.
Founded in 1960, Domino’s long has been known for inexpensive pizza delivered to your doorstep.![]()
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