Domino’s knew they needed to change. Years of declining growth and popularity was beginning to take a toll on the company. So they hired Chute Gerdeman to begin looking at ways to overhaul the brand as a whole, as well as the restaurant space and guest experience. We delivered.
To continue to drive 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.