Sorry, there will be no movies or reclining seats at the new Domino’s pizza outlet in Echo Park. Instead, the star attraction of Domino’s “pizza theater”-style store will be the “pizza-making artists” who will be tossing and stretching pizza dough in front of an open kitchen. Domino’s, which is touting the “pizza theater” as its “store of the future,“ and its franchisees are rolling out the concept as part of an effort to upgrade the chain and create more inviting stores.
In Echo Park, the Domino’s pizza-theater is currently under construction in a Sunset Boulevard minimall at Douglas Street. The new store, which is expected to open by the end of the month, will replace the company’s outlet on Glendale Boulevard, according to employees and construction workers.
It may seem odd as to why anyone would want to go to a Domino’s store since the chain with nearly 10,000 outlets plays up home delivery. But, according to the company, about one-third of its customers pick up their order in stores that are often, like the current Echo Park location, cramped, bare-bones boxes.
The new Echo Park Domino’s, in contrast, seems to be taking its interior design cues from Starbucks and other restaurant chains by using dark colors and earth tones. There’s a simulated, dark-wood floor underneath and walls and ceilings painted shades of brown and beige. In addition to an open kitchen, there will be a raised platform so kids can get up close to watch those pizza-making artists in action.
Will the Domino’s pizza-theater generate rave reviews and new customers or will it fall flat? Stay tuned.