Bloomfield Domino's moves, adds dine-in seating

Joshua Kellogg
Alfonzo Payton, left, and manager John Miller keep up with the rush at the new Domino's location on Wednesday at 500 W. Broadway Ave. in Bloomfield.

BLOOMFIELD – Local residents have another dine-in restaurant option after Domino’s moved to a different location and introduced a “Pizza Theater” store design that other locations in San Juan County have adopted.

The former location at 204 W. Broadway Ave. was closed on Dec. 13, and the new location at 500 W. Broadway Ave. opened the following day, according to Lawrence Joy, vice president of marketing for Pecos Valley Pizza, the restaurant's managing company. It operates several Domino's locations across New Mexico, including Aztec, Farmington and Kirtland.

Kathy Roberts and her family dine in at the new Domino's location on Wednesday at 500 W. Broadway Ave. in Bloomfield.

Joy said the renovation of the new location formerly shared by Durango Joe’s and Verizon took about two months to complete.

Janet Mackey, board president for the Bloomfield Chamber of Commerce, said she thinks the new location will help increase business for the pizza restaurant.

The Pizza Theater concept aims to expand the Domino's market share into dine-in sales, according to Joy.

Joy said the new store design is an initiative from the Domino’s corporate office and Pecos Valley Pizza, which has seen sales increase at every location the managing company has renovated or expanded into a Pizza Theater. Pecos Valley Pizza operates eight Pizza Theater locations statewide.

The location offers booths and tables for dine-in seating and an open kitchen to let customers watch their meal being prepared. Customers can access free Wi-Fi, watch sports on flat-screen televisions and charge their phones on USB power outlets.

Manager John Miller, left, and Zach Tarver work at the new Domino's location on Wednesday in Bloomfield.

A flat-screen television located near the counter allows customers to monitor the progress of their order. Also new is a drive-through window so customers can pick up their orders without leaving their vehicles.

"This one gives us quite a bit more opportunity to do more business," store manger John Miller said.

Miller said the new location has new equipment, including a larger oven and more operation space, including an additional preparation area.

The first San Juan County Pizza Theater store design opened last year in Farmington on West Main Street. The Kirtland location on U.S. Highway 64 was renovated about a year ago.

James McGlasson leaves for another delivery from the new Domino's in Bloomfield on Wednesday.

Joy said an expansion of the Aztec location is underway, after a space next door in the Westside Plaza along N.M. Highway 516 became available. The new, expanded location is scheduled to be completed next month.

Joshua Kellogg covers education for The Daily Times. He can be reached at 505-564-4627.