Domino's Pizza installs in-store cameras so customers can watch live video feed
Customers can watch a live video feed of Domino's pizzas being prepared at a store in Utah.
Dominoslive.com
After installing five cameras at a Domino’s kitchen in Utah, the company launched a Domino’s Live website on May 1. Customers can watch a live video feed of the food being prepared in the store.
“At Domino’s, we believe that when you make great food, you have nothing to hide,” the Domino’s Live website says.
The camera angles show the various stages of pizza making: where the dough is kneaded, when the toppings are applied and pizzas going into and out of the oven. Domino's is testing the video feature at the store in Utah during the month of May.
"People tuning into Domino's Live may be surprised with how much skill and action takes place during the middle of a Domino's store dinner rush," said Domino's spokesperson Chris Brandon.
The live video feed is an extension of Domino's Pizza's redesigned store concept, which the company started rolling out this year.
The newly designed stores feature open kitchens so customers can see employees spinning dough in the air and prepping pizzas. It includes interactive features such as a chalkboard for customers to write comments. The new store on Plymouth Road in Ann Arbor is one of the first in the country to feature the redesign.
“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, in a statement.
Domino's Pizza is headquartered at the Domino's Farms Office Park in Ann Arbor Township.
Melanie Maxwell | AnnArbor.com
“No matter what, we remain committed to being transparent and welcoming - and that is what this is all about,” he added.
The Domino's Live launch also comes weeks after Domino’s hosted a technology open house at its Ann Arbor Township headquarters in the Domino’s Farms Office Park. The company is growing its various IT departments, with special emphasis on how to use technology to interact with customers.
The company introduced the online Pizza Tracker, which allows customers to follow the progress of their order as it’s being made and delivered.
“Technology really empowers the business,” Kevin Vasconi, Domino’s Executive Vice President and Chief Information Officer, told the open house attendees.
If customers engage with the video feature, Brandon said the company could test it on other markets.
The redesigned Domino's Pizza stores feature open kitchens so customers can watch their food as it's being prepared.
AnnArbor.com file photo
Lizzy Alfs is a business reporter for AnnArbor.com. Reach her at 734-623-2584 or email her at lizzyalfs@annarbor.com. Follow her on Twitter at http://twitter.com/lizzyalfs.
Comments
grimmk
Sun, May 5, 2013 : 6:43 a.m.
So you can watch the many health code violations?
Nicholas Urfe
Sun, May 5, 2013 : 3:15 a.m.
There is so much pressure on the price of a pizza today. Oddly, pizza has arguably come down in price over the years, especially with inflation adjustments. And you have people on the side of the road waving signs for $5 pizza - which tastes awful. That pressure has created tremendous compromises in the quality of ingredients. A good pizza is actually good with just cheese, and it will still be decent when reheated. Few pizzas pass that simple test. And some are just awful. Is that cheese plastic?
YpsiYapper
Sun, May 5, 2013 : 4:36 p.m.
Some Pizzerias use cheese (they call it cheese) that is actually equivalent to an edible glue. As a former "real" Pizza Maker (making it from scratch) the best tasting pizza will never enter a box. The minute the cover is closed the taste quality just goes downhill. The best pizza is created right on the premises from a to z. The only thing those cameras are showing you is the ingredients prepared off premises being put together by people. It's equivalent to a frozen pizza with people being the machines. The only topping I used to use prepared outside the store was pepperoni. Everything else was cooked and prepped in the store with fresh ingredients including the sauce.
brian
Sun, May 5, 2013 : 2:45 a.m.
I was born in 65 and back in my day when you went to a pizzeria the pizza was fabulous. Not many pizzerias have a clue anymore how to make a good pie.
dancinginmysoul
Sun, May 5, 2013 : 12:13 a.m.
Call me crazy, but this is so gimmicky it's absurd. You're a "restaurant." Focus on the food please.
Michigan Reader
Sun, May 5, 2013 : 11:40 p.m.
The food doesn't pony up the dough, the customer does.
Dog Guy
Sat, May 4, 2013 : 11:52 p.m.
Very good! With pizza-cam, the wait won't seem so interminable
An Arborigine
Sat, May 4, 2013 : 9:10 p.m.
I wonder if spokesperson Chris Brandon is related to former CEO and current UM Athletic Director David? Bob's your uncle!
Rick Stevens
Sat, May 4, 2013 : 7:48 p.m.
Re-runs...
obviouscomment
Sat, May 4, 2013 : 7:39 p.m.
Interesting concept. I guess the cost of all these changes gets rolled into the cost of the pizza...I'd rather pay less for a better tasting pizza at a small pizza place where I don't have all the technological perks than pay more to watch them make a so-so pizza. Who cares about technology as long as the pizza is good and affordable?
metrichead
Sun, May 5, 2013 : 2:35 a.m.
I agree. Which is why whenever I go to Ann Arbor for pizza, it's either Pizza House or Bell's. Only chain I like is Hungry Howie's.
TheDiagSquirrel
Sat, May 4, 2013 : 4:47 p.m.
Yeah, this will certainly bring new customers in...
Jason Atwood
Sat, May 4, 2013 : 4:35 p.m.
This seems rather silly and unnecessary.
A2comments
Sat, May 4, 2013 : 11:26 a.m.
The few times I've used Pizza Tracker, it seems to go through the last few steps at the same time.
notnecessary
Sat, May 4, 2013 : 2:20 p.m.
If the pizza driver checks out your run immediately it will essentially skip the "quality check" stage which is another term for your pizza is sitting waiting for a driver (which is generally speaking extremely low at dominos compared to almost any other pizza store on an average day)