Domino’s opens a ‘find by smell’ store in Catterick Garrison

30 November 2016



– Domino’s opens a ‘find by smell’ store in Catterick Garrison –

– Find your nearest Domino’s…if you can –


Domino’s, the UK’s favourite pizza brand, has today 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 Monday, 5th December, although the discount for troops will remain.


– Ends –


For more information or images please contact the Domino’s press office at Shine Communications on:

020 7841 7065 / 07850 508 412 or dominos@shinecom.com


Notes to editors:

*The Catterick Garrison army discount is available for both online and collection orders made by all local service personnel. Please visit Domino’s Catterick Garrison Facebook Page for more information and for T&Cs.


The Domino’s store in Catterick Garrison opened on 14th November and is located at Unit 15A, Princes Gate shopping Park, Richmond Road, Hipswell, Catterick, North Yorkshire


About Domino’s Pizza Group:

Domino’s Pizza Group plc is the leading player in the fast-growing pizza market and holds the exclusive master franchise to own, operate and franchise Domino’s Pizza stores in the UK, Republic of Ireland, Germany, Switzerland, Liechtenstein and Luxembourg. The first UK store opened in Luton in 1985 and the first Irish store opened in 1991. In September 2012, the Group acquired the master franchise for Switzerland, Luxembourg and Liechtenstein.  In 2015, the group entered into a JV with DPE to acquire a third of a stake in the German pizza chain Joey’s. Founded in 1960, Domino’s is one of the world’s leading pizza brands. Through its primarily franchised system, it operates a global network of more than 11,000 stores in over 70 international markets. Domino’s has a singular focus – pizza made freshly to order with high quality ingredients. Customers in the UK can order online at www.dominos.co.uk, in the Republic of Ireland at www.dominos.ie, in Germany at www.dominos.de and in Switzerland at www.dominos.ch. In addition, mobile customers can order by downloading Domino’s free iPhone, iPad and Android Apps.