Domino's Pizza still delivers. But more and more, customers want to stop in and pick up a pizza to go.
It's those "pick up" customers – whose orders now make up about a third of the delivery chain's $7.4 billion in sales – that Domino’s wants to appeal to with a new store format, the "Pizza Theater."
The first one in the Baltimore area opened this week in the city’s Hamilton neighborhood on Harford Road.
All Domino's new stores will feature the concept, built around additional seating for those placing or waiting for orders. The Hamilton store has a comfortable lobby, open-area viewing of pizza-making and a lobby screen that tracks carryout orders. Customers can leave messages on chalkboards.
The store opened for business Monday, but needs more employees and is hiring drivers, managers and customer service representatives.
Times have changed since most people knew Domino’s as a phone number to call rather than a place to go, Chris Brandon, a Domino’s spokesman, said in an NBC News story on the new format.
"Many consumers never even knew where their Domino’s store was located," Brandon told NBC. "With the increase of pick-up orders, we're just trying to create a more welcoming atmosphere."
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