The company has launched a new website called "Domino's Live," where customers can watch every step of the pizza-making process. For now, the company, which has 10,300 stores, has chosen a Salt Lake City location to test the process. A five-camera setup takes viewers from the pressing of the dough to sliding a whole pie into the oven.
The company launched online ordering five years ago, and has introduced exclusive features including a pizza tracker that uses the names of the Domino's employees performing each task, and when the order is out for delivery.
J. Patrick Doyle, Domino's CEO, said that online ordering has become as big a slice of the pie as call-in and walk-up ordering. Moving the entire process online was the next logical step.
"We’ve already been rolling out the ‘pizza-theater’ concept in our new stores, which already has been opening up our kitchen to our customers. Now, digitally, we’re doing the same thing,” Doyle told Forbes.
This is just part of the pizza technology race -- last week, Pizza Hut launched a feature that lets customers order pizza through Xbox 360.
Doyle said that Domino’s passed up an opportunity offered by Microsoft to cooperate in developing an app for ordering pizza via gaming consoles because of other projects in the works.