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Continued: Domino's to add 'pizza theater' for carryout crowd

  • Article by: AMY MARTINEZ , Seattle Times
  • Last update: February 11, 2013 - 9:23 PM

“Twenty years ago, people were shopping for price and convenience. This idea that they’re going to deliver products to your home at a great price — that was new,” he said. “Now, it’s about a handmade, fresh product with higher-quality ingredients.”

In late 2009, Domino’s admitted that its pizza was not good and rolled out a new recipe promising a garlic-seasoned crust, bolder tomato sauce and tastier cheese. The new store format builds on that push to be more transparent, Doyle said.

“Consumers want to see what they’re eating,” he said. “We’ve always been known as delivery experts, but a third or more of our orders now are for carryout. We’re proud of these pizzas, and we want people to see it.”

Seattle resident James Johnson, 28, a longtime Domino’s customer, said he welcomes the changes.

Johnson stopped by the revamped Domino’s on his way home from work last week to pick up dinner.

“You can watch the pizza being made from beginning to end,” he said. “It’s kind of cool to see, depending on whether you’re engaged and not on your cellphone.”

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