Domino’s delivers with new ‘pizza theater’ concept


Domino’s Pizza recently unveiled one of its new ‘pizza theater’ concepts in Jonestown, allowing customers to see every step in the process of creating their pizza order. 

Before 2009, the only thing on display in the pizza chain’s interior was a stack of pizza boxes and a cash register. To add more excitement, openness and interaction with customers, the company says it has been slowly revamping its image from a “grab-and-go chain” to more of an “interactive pizza hub.” 

The newest development in that effort is a redesign of stores to allow for the “pizza theater” design model, which lets customers see every step of how their pie is crafted.

A new store located at 18220 FM 1431 in Jonestown is the first in the area to feature the theater design.

“The pizza theater idea came about as we realized that for Domino’s to continue to innovate and get better, our stores needed a more welcoming environment,” said Ike Coronis who owns the Jonestown Domino’s franchise. “There are more customers coming into our locations than ever before, and with the increase in carryout, it is our job to make sure that it is a terrific experience.”

Other features include a comfortable lobby, indoor seating, free Wi-Fi, open-area viewing of the food preparation process, a pickup window for carryout orders and the ability to track carryout orders electronically on a lobby screen. The store also provides a chalkboard to allow customers to express their creativity or to leave feedback for team members.

“We are excited to bring the first pizza theater store to Jonestown,” said Coronis. “The pizza theater design is an interactive experience where customers can actually watch and track their pizza being made, each step of the way. Domino’s is bringing the art and fun of pizza making to the forefront.”

Jonestown Domino’s pizza theater has served 15,000 customers since opening in April.

“Any given day there will be four or five kids up on that step watching us do our thing,” said chef Anthony Walters. “It’s just great that people can come in, hang out for a bit and watch their pizzas go from dough to out of the oven.”

“Domino’s is a great place to work,” said Coronis. “Our company provides a fantastic opportunity to those who show initiative and a desire to advance. Whether you’re looking to grow with the company or need a part-time job, Domino’s is the place to be.”

Coronis began working at Domino’s as part-time delivery driver in 1996. He worked his way up and became a franchisee in 2007, and now owns three locations in Jonestown, Lago Vista and Burnet. He is not alone – more than 90 percent of Domino’s U.S. franchise owners began their career as part-time delivery drivers or pizza makers.

Walters works at the Jonestown location on a team of 12 other employees. The store is also looking to hire delivery drivers, assistant managers and general managers.