With an expanded menu, entirely new recipe for its pizza and an increased emphasis on using technology and social media to interact with customers, Domino’s wanted to communicate real change with a new in-store environment.

The project began with intensive consumer research that included ethnographic in-home and in-store interviews and shop-alongs evaluating menu and experience. This consumer research heavily influenced the design work that followed. 

To continue to drive their carryout business Domino’s needed to better connect with customers in-store. 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 upfront and the cash register at the back. Now, the first thing customers see is the best thing Domino’s does…pizza-making. 

The dining room was redefined with comfortable seating and tables; a chalkboard wall offers a creative outlet for kids of all ages while an electronic, personalized “Pizza Tracker” allows customers to track their orders.