Posted:31-July-2008
DOMINO'S DELIVERS NEW IMAGE FOR ITS NATIONAL NETWORK OF STORES
Domino’s Pizza has today announced a new design for its UK and Ireland stores that includes a ‘pizza theatre’ to showcase the company’s handmade pizza production process and commitment to only using the very best, fresh ingredients.
The ‘pizza theatre’, which visually tells the story of fresh dough and quality ingredients to in-store customers through a glass viewing pane, is the centre point of the new look that will be rolled out in more than 500 stores. The theatre will also show how team members interact with each other and the role that each plays in getting piping hot products out of the door and into the hands of customers in the UK and Ireland in around 30 minutes.
Andy Emmerson, Business Development Director, comments: “Not every pizza delivery company would be confident providing a ‘behind the scenes snapshot’ of how its products are made. But here at Domino’s we are really proud of the fact that we only source the freshest ingredients and that they are prepared by the best pizza makers in the business. We thought that it was about time that we shouted about our commitment to quality a little louder and encouraged even more people to join in the Domino’s Pizza experience.
“We are confident that our new design will help us achieve our goal of expanding from just over 500 to 1,000 stores across the UK and Ireland.”
The company’s commitment to quality ingredients is also matched by the other materials used in the refit, which are of the highest specification and use bold colours, strong clean lines and high quality finishes.
Co-ordinated window poster displays and internal graphics also highlight Domino’s fresh ingredients, while high-powered signage and energy efficient lighting, will let passing custom know when their local store is open. The new store design also includes a door in the shape of an actual domino to achieve maximum high street stand out.
As well as driving footfall and providing customers collecting pizzas with an attractive environment, the new look is also designed to improve ‘out of the door times’ for delivered pizzas. In addition, customer service and waiting points have been redesigned to improve staff serving time and the public area - which is subject to maximum footfall - has been replaced with a modern wood timber effect anti-slip sheet floor system.
The first store to fully adopt the new refit is 152 Stratford Road, Shirley, Birmingham, and the remaining stores will be refreshed over two years.
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