Domino’s, the UK’s favourite pizza brand, has camouflaged a new store to honour a town’s local army community.
It took set designers over 5 hours using specialist techniques to turn the new store in Catterick Garrison ‘invisible’, wrapping the store in 100 square meters of netted camouflage and using 80 army regulation sandbags. Pizza-loving locals are being encouraged to use their noses and find their way to the store by the irresistible smell of freshly made pizza.
The store in Catterick Garrison, home to the British Army’s largest garrison, has also pledged to give all local service personnel a 30% discount on their Domino’s orders*.
Domino’s Catterick Garrison Store Manager, Emma Wright, said, “We wanted to pay homage to Catterick’s army connections and thought this would be a fun way to involve the local community in opening the doors to a new Domino’s store. We’re really excited to be the first store in the UK that has to be found by smell, and what’s better than the smell of fresh, tasty pizza?'
Estelle Cargan and Richard Ruscastle were the first locals to find the camouflaged store and were rewarded with a tasty Hawaiian pizza. After tucking into a slice, Estelle Cargan commented, “We’ve always had a good sense of smell and it’s finally paid off with free pizza! It’s a fun thing to do and as we consider ourselves quite the pizza connoisseurs we’re pretty chuffed to be the first through the camouflaged door.”
The store will be made visible again on 5 December, although the discount for troops will remain.