Domino's Pizza has launched its new Domino's Live online platform, where customers can follow the action of an in-store lunch or dinner rush live.

Online customers will get a live, uncut glimpse, via five installed cameras within a Domino's store in Salt Lake City, into the start-to-finish making of a pizza – perhaps even their own. The initial single-store pilot program launched Wednesday and will run throughout the month of May at http://dominoslive.com/.

"We at Domino's have made continued efforts to open our doors and be as welcoming as possible," said Russell Weiner, Domino's Pizza chief marketing officer. "This is simply the next step, and we are very excited to merge the visual tradition and spirit of the pizzeria with today's digital capabilities."

The DominosLive.com feature will put the brand's proprietary Domino's Tracker technology in action. For the past five years, customers have been able to virtually track their orders from the oven to the delivery car.

"This is completely unque to anything you see other pizza companies or QSRs doing, and we are looking forward to seeing how Domino's Live goes with our store in Salt Lake City," Weiner added. "No matter what, we remain committed to being transparent and welcoming — and that is what this is all about."

Read more about online initiatives.

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