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Domino’s Pizza Unveils New Logo And ‘Pizza Theater’ Stores

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In a move to adapt and appeal to changing consumer behaviour, Domino’s Pizza has revamped its logo and stores.

The company has announced its store of the future—a‘Pizza Theater’ store design—which will feature pizza-making artists (liken to ‘performers’) hand-tossing fresh dough and custom-making orders.

The new stores will include a “comfortable lobby, open-area viewing of the food-preparation process… [give customers] the ability to order from a kiosk and track carryout orders electronically…[and] will also feature chalk boards to allow customers to express their creativity or to leave feedback for the store team members”, according to the company.

Some stores—depending on the size—may also feature in-store dining, big screen televisions, and items that customers can purchase such as salads, milk, cookies and mini dessert parfaits.

To accompany the revamp, the 52-year-old company also introduced a new logo that features just a single domino tile.


The logo was designed by the agency CP&B, and will appear in Domino’s marketing material and stores starting from October.

“Everything started to come together in 2008, when we recognised the real need to change,” Russell Weiner, Domino’s Pizza chief marketing officer, said in a statement. “We began to expand our menu, develop a whole new recipe for our pizza and come up with new breakthrough ways to talk about our brand with customers in innovative ways through technology, mobile devices and social media.”

“The next step in this process is 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,” he added.

What do you think of the company’s redesigns?

[via Domino’s]
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