Domino’s Pizza Theater

Where theory meets design practice

A restaurant with red chairs and tables in it

Marketing Semiotics developed Domino’s new “pizza theater” design strategy in 2002 to complement the company’s repositioning scheme. Inspired by the old fashioned proscenium arch framing Domino’s cash counter, we drew upon our expertise in the semiotics of theater to transform a bland transaction experience into a service spectacle that engages customer desire in the pleasure of Domino’s pizza.  

Results: Domino’s experienced a 300% increase in stock value over a ten-year period following the repositioning and re-design programs. An open kitchen, seating that offered views of pizza makers-performers, and in-store dining opportunities now engage customers in the Domino’s brand experience.