The Domino’s India Dine-in Experience
FITCH x Jubilant Foodworks I 2018-2019 I Core team of 3How can we re-imagine the Dine-in experience for Domino’s pizza?
Featured : Hardcopy Instagram page I Awards : Images Retail Awards 2019 for Concept Design
Domino’s is India’s leading QSR chain, responsible for popularizing pizza in the country. By a stretch, it leads its competitors in the Indian market both in market share and profitability.
But, over the years, the brand experience has seen fatigue set in, and now feels it is time to rejuvenate it. The customer experience varies in different towns, across varied target audiences, and across formats.
Primarily known as a delivery brand, Domino’s would like to lift the customer experience across dine-in touchpoints.
The Brief:
To create a unique, differentiated dine-in experience signature in India
The Challenge:
Elevate the dine-in experience across formats without diluting the core brand value of quick, tasty pizza delivered on time.
Domino’s X FITCH Workshop
What the Domino’s Team had to say?
Domino’s is a happy brand with a store experience that is cheerful, inclusive, efficient, fast and warm. A place to be yourself. Our new vision must retain these vital values.
However, to ensure our dine in experience delivers on the future vision we must elevate our proposition to be aspirational, memorable and artisanal with food as hero.
Our Design Approach : Contemporary Authentic
A warm, authentic and approachable language that portrays domino’s as a friendly expert. This personality comes through our minimal but playful illustration style and honest tov. A brand that cheerfully celebrates food and its guests.
Identifying Key Problems:
Competitor brands have surpassed us.
Current experience is neither consistent or unique.
Back of house is exposed and looks undesirable.
In-store communications are not intuitive or clear.
Service flow and in-store customer journey needs to be simplified.
Opportunities to Explore:
Dial up ‘Pizza Theatre’.
Balance global guidelines and local requirements.
Create a flexible and unified concept for all formats.
Reimagine the future, but pay respect to the brand heritage.
Standardise diverse customer journeys.
Central Idea
Make ‘Celebration of Food’ the fabric of the dine-in experience.
Experience Principles: Utilitarian to Emotional, Confusion to Simplification, Generic to Personal, Channels to Seamless
Celebration of food through Key Experiences:
1. Aspirational, inviting and interactive
store exterior.
2. Engaging easy to follow menu inspiration with intuitive digital self-ordering or quick human service with a smile.
3. Pizza theatre, live human food preparation and making – the heart of the experience.
4. Social and group seating set within a ‘Pizza Pavilion’ with celebration of food fun illustrations.
5. Open communal space with community and customer storytelling.
6. The ‘Social Wall’ local artist brand beacon with #TOV inviting customers to share the love.
1. Aspirational, inviting and interactive store exterior.
2. Engaging easy to follow menu inspiration with intuitive digital self-ordering or quick human service with a smile.
3. Pizza theatre, live human food preparation and making – the heart of the experience.
4. Varied types of seatings were designed from quick stay for takeaway, to community for large groups, to the Pizza Pavillion for a more premium experience.
Design Adaptation
CV Raman, Bengaluru:
Taking the proposed design its key experience principles of ‘Celebration of Food’ and adapting it to various types of sites. Starting with CV Raman Bengaluru, this design was executed across multiple cities in India.
CV Raman Layout
Aspirational, inviting and interactive store exterior.
Intuitive digital self-ordering kiosk and a separate zone for takeaway for quick service.
The ‘Social Wall’ local artist brand beacon with #TOV inviting customers to share the love.
Engaging easy to follow menu inspiration with intuitive digital self-ordering or quick human service with a smile
Pizza theatre, live human food preparation and making – the heart of the experience.
Watch the experts cook live!
Enjoy your meal with a smile!
Open quick seating area and customer storytelling.
Social and group seating set within a ‘Pizza Pavilion’ with celebration of food fun illustrations.
Design Adaptation
Metro Kiosk:
Taking forward the ‘Celebration of food’ and the key experience and design principles from the Dine-in format:
1. Aspirational, inviting and interactive store exterior.
2. Engaging easy to follow menu inspiration with intuitive digital self-ordering or quick human service with a smile.
3. Pizza theatre, live human food preparation and making – the heart of the experience.
4. Social and group seating set upstairs.
Social and group seating set within a ‘Pizza Pavilion’ with celebration of food fun illustrations.
Social and group seating set within a ‘Pizza Pavilion’ with celebration of food fun illustrations.