Reporting Matt Roush
ANN ARBOR — They used to say that you didn’t want to see how they make sausage.
Apparently Domino’s Pizza is much more confident about the process used to make its pizzas, at least at one of its 10,300 stores.
Domino’s Wednesday announced it is truly opening its doors — digitally — to anyone who cares to look. The company has launched a new Domino’s Live online platform — a destination where customers can follow the action of an in-store lunch or dinner rush live, and experience something unique and innovative to the world of pizza and quick service restaurants.
Online customers will get a live, uncut glimpse, via five installed cameras within a Domino’s store in Salt Lake City, into the start-to-finish making of a pizza — perhaps even their own. The initial single-store pilot program launched Wednesday and will run throughout the month of May.
“We at Domino’s have made continued efforts to open our doors and be as welcoming as possible,” said Russell Weiner, Domino’s Pizza chief marketing officer. “This is simply the next step, and we are very excited to merge the visual tradition and spirit of the pizzeria with today’s digital capabilities.”
In the five years since initially launching online ordering, Domino’s has introduced online innovations such as Domino’s Tracker , featuring the names of the actual Domino’s pizza makers and delivery experts who pull it all together to make the ordering experience happen. By visiting http://www.DominosLive.com, fans and customers will now see this in action, and be treated to an experience like no other – whether it be hand-pressing the dough of a Handmade Pan Pizza, the hand-crafting of an Artisan Pizza selection or as simple as the hand-stretching and topping of the more traditional hand-tossed pepperoni pizza.
“This is completely unique to anything you see other pizza companies or QSRs doing, and we are looking forward to seeing how Domino’s Live goes with our store in Salt Lake City,” said Weiner. “No matter what, we remain committed to being transparent and welcoming – and that is what this is all about.”
Founded in 1960, Domino’s has more than 10,300 stores in 70 international markets and had global sales of $7.4 billion in 2012, $3.5 billion in the United States.