Domino’s revamps stores with ‘pizza theater’

"A pair of mustachioed pizza makers in blue aprons — visible from behind a glass display at a new Domino’s store in Seattle’s Columbia City neighborhood — tossed dough into the air as a handful of corporate executives looked on Tuesday," according to the Seattle Times.

"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 Tuesday to see the new store at 4436 Rainier Ave. S. “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."

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