The Domino’s Pizza Nomadic Brand Experience
FITCH x Jubilant Foodworks I 2018-2019 I Core team of 3How can we take the new Domino’s Pizza experience to everyone ?
The Domino’s Food truck concept was used extensively during the Covid 19 lockdown
Our Opportunity:
We identified during the dine in experience brief that brands are taking their products directly to customers in disruptive and inventive ways.
Going beyond the brick and mortar stores with nomadic experiences not only expand brand recognition in new territories, it also dials into millennials desire for fun experiential engagement.
Central Idea
A nomadic brand touch point that brings the ‘Celebration of Food’ to everyone.
We did this by creating various mobile formats like Pop-ups, Food Truck and Mobile Bus.
Pop-up
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.
Pop-up Layout
Taking forward the Dine-in principle of highlighting the pizza making upfront and bringing the ‘Celebration of food’ to life.
Adding a layer of seating for customers to sit and enjoy their meal.
Food Truck
Taking forward the ‘Celebration of food’ and the key experience and design principles from the Dine-in format:
1. Aspirational and inviting exterior, taking the dine-in facade grid design language forward.
2. Engaging easy to follow menu inspiration.
3. Pizza theatre, live human food preparation and making – the heart of the experience.
Food Truck Layout
Aspirational and inviting exterior, taking the dine-in facade grid design language forward.
The design was adapted using the existing truck models with minimum modifications for quick implementation the during Covid 19 lockdown. This allowed the brand to maximize on the situation by reaching out to their customers beyond the brick and mortar stores.
Mobile Bus
Taking forward the ‘Celebration of food’ and the key experience and design principles from the Dine-in format:
1. Aspirational and inviting exterior, taking the dine-in facade grid design language forward.
2. Engaging easy to follow menu inspiration.
3. Pizza theatre, live human food preparation and making – the heart of the experience.
4. Social and group seating upstairs with the ‘Social Local Artist’ illustration brand beacon with #TOV inviting customers to share their love.
GF Layout: Order + Pizza Theatre
FF Layout: Seating Area
Aspirational and inviting exterior, taking the dine-in facade grid design language forward, while keeping the Pizza theatre at the heart of the experience.
Social and group seating upstairs with the ‘Social Local Artist’ illustration brand beacon with #TOV inviting customers to share their love.
