Domino’s launches redesigned store, new uniform

Posted by Nicole Eckersley on 2nd June 2010

Dominos Pizza ApplecrossDomino’s has launched the first of its new-layout redesigned stores, placing the pizza-making area directly in view of customers at the front of the store.

The flagship store, at Applecross in Western Australia, will be the test case for the new layout. If the design is popular with customers, it will be rolled out for all future Domino’s outlets.

“The new store design at Applecross is a completely new design and layout for us. We have
shifted the pizza make line from the back of the store right to the front counter so customers
can see first hand how our pizzas are made fresh to order every time,” said Domino’s CEO Don Meij.

“For the past 18 months we have focused on lifting the quality of our food and introducing
new options so it was only natural that this needed to be reflected in our store design.”

Domino’s has also redesigned their uniform for the new store, shifting from a company-colours polo to a new chef’s-blacks and chef’s-cap style uniform.

“We take food and pizza making seriously and we wanted our in-store team members to feel
proud to be a Domino’s pizza maker which is why we designed a black chef uniform and cap.
It’s a huge step away from our current uniform and we couldn’t be happier with how it looks,”
Mr Meij said.