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‘Pizza theatre’ breaks Domino’s sales record

dominos-cheltenhamA recently remodeled Domino’s Pizza in Texas, US recently sold nearly 8,500 pizzas during its opening week, breaking a company sales record previously held by a store in Hawaii and and one in Scotland, according to CNBC.

The store features a new design, known within the business as a “pizza theater”, where customers can look into the open kitchen to see staff preparing their pizzas.

The design includes a lobby area, with big screen televisions, self-ordering kiosks and chalkboards, as well as dine-in seating and a drive-thru window, according to newswest9.

As part of the opening week celebrations, the store hosted a pumpkin colouring and decorating contest, as well as a hot-wing-eating competition between two local football teams, donating hundreds of dollars to benefit several charities.

Domino’s local offering, however, has put much of its focus on new products and digital innovation, which has given the business a competitive advantage and profits increase by 15 per cent during FY18.

The pizza chain’s online pizza sales jumped almost 20 per cent in FY18, propelled by the Project 3-10 initiative, which aims to have orders ready for pick-up in three minutes and to have deliveries made in 10 minutes from the time to order.

“Stores are sharing their lessons and challenging each other to improve their operations, setting records in multiple markets for the lowest average delivery times for a week,” Domino’s group chief executive and managing director Don Meij said.

“This also means we need more kitchens, closer to our customers, to satisfy existing and future customer demand, and we affirm our long-term store count forecasts, after surpassing the forecasts we set seven years ago.”

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