Retail History | Domino's — DomiNick's on West Cross Street
· 1960-12
Unreviewed contributionBy kevin · · updated · Report an issue
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Retail History | Domino's — DomiNick's on West Cross Street
kevin
People treat Domino's as a national delivery brand that arrived already wearing a logo with three dots.
The first oven sat two blocks from Eastern Michigan University.
On 9 December 1960, Tom Monaghan and his brother James bought DomiNick's, a small pizzeria at what was then 507 Cross Street in Ypsilanti, Michigan. The address is now 301 West Cross Street. They put down 500 dollars and borrowed 900 more from the seller, Dominick DeVarti.
James kept his postal route. Within eight months he traded his half of the shop to Tom for the Volkswagen Beetle they used for deliveries.
The room held two tables. Almost every order left the door. Sunday nights were the busiest, because the campus dormitories did not serve dinner that day and students walked down Cross Street for a pie.
DeVarti later refused to let Monaghan keep the DomiNick's name on extra stores. An employee, Jim Kennedy, came back from a run and suggested Domino's. The company took that name in 1965. The three dots on the early mark stood for the three shops Monaghan then owned. He dropped the plan to add a dot for every new store once the count outran the tile.
The first franchise opened in Ypsilanti in 1967. Delivery, not the dining room, was the mechanism. The corrugated box, the insulated bag, and later the thirty-minute guarantee all grew from that Cross Street constraint: a kitchen too small to seat the campus.
Domino's Pizza, Inc., the S&P 500 company, still traces the line to this corner. The street still runs past the university water tower.
Photo: Dwight Burdette and neighborhood views of Cross Street, Ypsilanti, via Wikimedia Commons.
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