Domino's Pizza is rolling out a new design for its 500-plus UK and Ireland outlets, which incorporates an open plan "pizza theatre".
The new look store layout, which will incorporate a glass viewing pane, will sit alongside new advertising material, signage and improved lighting.
Domino's said the cost of the store makeover, which is being met by franchisees, is around £20,000 and the firm aims to refurbish 100 stores a year.
Andy Emmerson, business development director at Domino's, said: "Not every pizza delivery company would be confident providing a behind the scenes snapshot of how its products are made.
"We thought that is was about time that we shouted about our commitment to quality a little louder."
The first store to fully adopt the new look is Domino's outlet on Stratford Road in Shirley, Birmingham.
By Chris Druce
E-mail your comments to Chris Druce here.