COLUMBUS, OH – Domino’s Pizza’s new “Pizza Theater” store design, developed in partnership with leading strategic branding and design firm Chute Gerdeman, brings the art and skill of pizza-making front and center.
“Domino’s makes a great pizza,” said Lynn Rosenbaum, Chute Gerdeman’s Vice President, Environments, “and today’s customers appreciate the art of cooking. They want to see it happen.”
The new Pizza Theater is the focus in the new stores, treating both customers and passersby to the artistry of pizza making. Domino’s skilled pizza chefs are now on stage as they hand-toss fresh dough and custom-make each order. There’s even a step platform so that children can see the action.
The service counter, which had always been positioned perpendicular to the store entrance, has been rotated 90 degrees to run length-wise, with the Pizza Theater at the front and the cash register at the back. “Now, the first thing customers see is the best thing Domino’s does...pizza-making,” Rosenbaum explained. “Before they even enter the store, they see a fun, entertaining and welcoming environment.”
Chute Gerdeman designers also added new open refrigerated display cases that offer a number of “grab and go” items, from salads and mini dessert parfaits to milk and cookies.
Other new design features include a comfortable dining room with plenty of diversions to entertain customers while they wait for their pizza. A chalkboard wall offers a creative outlet for kids of all ages. Comfortable seating and tables provide a place to sit and wait or enjoy the dining experience. Technology comes into play as well, with an order kiosk and Pizza Tracker—an electronic, personalized status board so that customers can track their orders.
The color palette pays homage to Domino’s red, white and blue colors, but has been enhanced with some warmer colors, including a fresh-baked ochre color called “Crust.” A bold red has been used for accent walls, with blue accents.
More than a dozen of the new concept stores have been built throughout the U.S., from Las Vegas, to Gulfport, Mississippi. All scored high in improved brand perception and likelihood to recommend. And all were met with great customer results.
Complementing the new store design is a new, single-tile logo—marking a significant change in the branding of the 52-year-old company.
“Everything started to come together in 2008, when we recognized the real need to change,” said Russell Weiner, Domino’s chief marketing officer. “We began to expand our menu, develop a whole new recipe for our pizza and come up with new, break-through ways to talk about our brand with consumers. We began to interact with customers in innovative ways through technology, mobile devices and social media.
“The next step in this process was to build the store of the future, featuring new store signage and a simple, visually-striking logo because we believe Domino’s has become an iconic global brand that is instantly recognizable,” Weiner continued.
“Through every step in the redesign process, Chute Gerdeman provided exceptional guidance and creativity,” Weiner added. “They clearly understand Domino’s, and have designed a store that provides a much richer experience for our customers.”
All new stores built in the U.S. and a number of countries around the world will feature the new logo and key components of the new design.
About Chute Gerdeman
Chute Gerdeman (CG) is an award-winning strategic brand and design firm. Founded in 1989 by visionary leaders Elle Chute and Denny Gerdeman, CG has grown into a multi-disciplinary brand experience company with a global presence. Known for creating unforgettable environments, compelling communications and innovative business strategies, CG connects client, customer and brand. Guided by consumer insights, creative innovation and proven results, CG delivers unique solutions that best communicate clients’ brand and spirit. The firm’s core capabilities include intelligence, brand, design and implementation with expertise across a wide range of retail, restaurant, service provider and CPG brands. The firm’s client list includes: Bob Evans, Checkers, Domino’s, Dunkin’ Donuts, Einstein Bros. Cafe, Jimmy John’s, KFC (Japan), M&M’S/Mars, Pick Up Stix, Red Lobster, Sheetz, Swiss Farms and Target. With more than 175 awards, including four “Store of the Year” awards, the firm has become one of the most respected design firms in the industry.
About Domino’s Pizza®
Founded in 1960, Domino’s Pizza is the recognized world leader in pizza delivery. Domino’s is listed on the NYSE under the symbol “DPZ.” As of the second quarter of 2012, through its global footprint primarily made up of locally-owned and operated franchises, Domino’s operated a network of 9,924 franchised and Company-owned stores in the United States and over 70 international markets. During the second quarter of 2012, Domino’s had global retail sales of nearly $1.7 billion, comprised of over $808 million domestically and nearly $865 million internationally. Domino’s Pizza had global retail sales of over $6.9 billion in 2011, comprised of over $3.4 billion domestically and over $3.5 billion internationally. In May 2011, Pizza Today named Domino’s its “Chain of the Year” for the second straight year – making the company a three-time overall winner, and the first pizza delivery company to receive the honor in back-to-back years. In 2011, Domino’s was ranked #1 in Forbes Magazine’s “Top 20 Franchises for the Money” list.