Domino's pizza theory is a winner

In the not-so-distant past, you had to wait at least an hour for apizza to be delivered. Worse yet, by the time it arrived, it oftenhad been out of the oven so long it had congealed into a soggy,inedible mess.

For the youthful Tom Monaghan, it was a problem in need of asolution.

Monaghan opened the first Domino's Pizza in Ypsilanti, Mich., in1960. He quickly began developing the production and deliverysystems that would enable his company to become a nationwide chainwith more than 2,000 outlets. By concentrating on the delivery andtakeout segment of the pizza market, Monaghan eliminated the need forin-store seating and elaborate menus.

Domino's sells only a few types of pizza, Classic Coke andspeedy service.

The cooking process is equally streamlined. All of theingredients are prepared in centrally located commissaries, a setupthat ensures quality control and efficiency. Once an order isreceived, the staff has the pizza oven-ready in less than a minute.About 10 minutes later, it's cooked and ready for delivery.

To ensure heat retention, the pizza is placed in a speciallydesigned cardboard container and then popped into an insulated bag.Each store restricts its delivery zone to locations within a one-mileradius and makes sure the drivers are familiar with the territory.

Because of its production and delivery system, Domino'sconfidently guarantees a discount if their piping hot pizza doesn'tarrive within 30 minutes. Given the company's success rate,customers should plan to pay full price.

While Domino's operation is dependent on establishing a numberof sites, two local restaurants - Bacino's (2204 N. Lincoln, 75 E.Wacker) and the Original Gino's East of Chicago (1321 W. Golf,Rolling Meadows, and 5419 N. Sheridan) - have installed systems thatutilize radio-dispatched trucks equipped with moisture-controlledholding ovens stocked with a supply of pre-prepared items.

Both restaurants do all of the cooking in their regular kitchensand limit the trucks' inventories to the restaurants' most popularitems. Other dishes are delivered by more conventional methods andinvolve a considerably longer waiting period.

Once a truck has been loaded, it starts cruising its assignedzone. When an order comes in, it is relayed to the closest vehicle.Delivery time depends on the truck's location, but it rarely exceeds30 minutes. Drivers also stop for customers who flag them down onthe street. The response has been so good that both companies areplanning to enlarge their fleets.

HINT OF SUMMER: It's not too early to start getting yourappetite in shape for this year's Taste of Chicago, which isscheduled June 30 to July 6. Restaurants interested inparticipating can call 372-6200 for applications.

LOBSTER FESTIVAL: April is lobster month at Bentley's in theSheraton Plaza Hotel, 160 E. Huron. Featured dishes include lobsterbisque, chilled lobster with mustard and dill sauce, and lobster,clams, scallops and shrimps in a white wine sauce.

TRATTORIA CONVITO: At 7 p.m. Thursday, the main floor of ConvitoItaliano/Chestnut Galleria will be transformed into an informalItalian trattoria for a special dinner based on the hearty fare ofItaly's neighborhood restaurants. Eighty diners will be served atlong, community-style tables. The four-course meal, accompanied byappropriate wines, is fixed-price at $36.

ART EXHIBITION: Artists from the American Academy of Art will beexhibiting their work at the Beverly Hills Cafe, 312 W. Randolph,until mid-May. All artwork will be available for purchase.

MENU ADDITIONS: La Fontanella, 2414 S. Oakley, has addedmarinated artichoke heart salad, scampi alla Maria (shrimps sauteedin dry sherry, butter and garlic), penne alla Toscana (mostacciolitopped with a fiery hot fresh tomato sauce) and chicken Fontanella(chicken stuffed with garlic butter and herbs) to its menu.

Meanwhile, the folks at Ed Debevic's Short Orders Deluxe, 640 N.Wells, have been busy cooking up some new dishes. Among them are avegetarian chili with rice cakes, a frozen melted, and a barbecuedpork sandwich. They'll be added to the menu in the next few weeks.