They can even stay eat on-site if they want to," Solano says. Now they have a comfortable, engaging place to wait, with things to do and to see. And some guests place their orders right in the stores and wait for the 12 to 14 minutes it takes to make their pizza. "Most of our carryout customers order ahead, either online or over the phone, but sometimes they have to wait a few minutes for their order to finish baking. Some stores feature self-serve order kiosks and, depending on size and layout, may provide seating for in-store dining, a radical departure for the delivery giant. Graphics and brand messaging on the walls are playful in tone, and chalkboard walls enable two-way communication – store employees can post messages and guests waiting for pizzas can doodle or leave feedback for crew members. Attractive, easily accessible in-line merchandisers let guests choose grab-and-go items such as salads, milk, cookies and mini dessert parfaits while they make their way through the ordering queue.Īll new stores feature comfortable lobbies with big-screen TVs and order-tracking screens. Waiting guests can sit at a counter to watch the action, and a step platform makes it easy for kids to get a bird's-eye view. Given that the "theater" has been brought to the front of the stores and is visible through the windows, the show starts even before guests enter, Solano notes. In addition to a friendly greeting, they are met with the sights, sounds and smells of a pizzeria in action – employees hand-stretching dough and topping pies from a selection of fresh ingredients staged on make tables and piping hot pizzas coming out of the oven, being cut and boxed. It starts with the "theater" of pizza making, visible immediately when customers walk in the door. While traditional Domino's locations lacked any sort of focus on guest comfort beyond perhaps a bench to sit on while waiting for a pizza to bake, the company's new design puts strong, creative emphasis on providing an enhanced guest experience.
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