Domino’s unveils ‘pizza theatre’ in new design

Domino’s Pizza is introducing a new look across its stores in the UK and Ireland to include a “pizza theatre” that aims to highlight the company’s handmade pizza production process. The design will be rolled out across its 526 stores over the next two years.

The theatre or glass-viewing pane will be the centre point of the new design but it will also include a door shaped like a domino, which aims to help the chain stand out on the high street. There will also be new signs, using energy efficient lighting, window poster displays and internal graphics that will highlight its fresh ingredients.

Andy Emmerson, Domino’s business development director, says Domino’s is “proud” to show a behind the scenes “snapshot” of how its pizzas are made and the fresh ingredients that it uses. He adds: “We thought it was about time that we shouted about our commitment to quality a little louder.”

The changes aim to drive footfall and improve waiting areas for customers collecting pizzas. Its outlet in Shirley, Birmingham will be the first to adopt the new look.