At Domino’s stores, “pizza” is going away but “pizza theater” is set to debut.

As part of a four-year-long branding makeover, Domino’s will drop the word “pizza” from signage at its U.S. stores, leaving only the red-and-blue, slanted domino tiles — or, at some locations, the tile and the only word “Domino’s” — as the company seeks to grab the kind of single-glance recognition that McDonald’s enjoys with its golden arches or Nike has with its swoosh, Domino’s announced Tuesday.

Meanwhile, by adding seating space to all new and some existing stores, including spots to watch the tossing and twirling of dough — dubbed “pizza theater” by the chain —  the company aims to boost to its growing ranks of “pick-up” customers, which now accountfor about 30 percent of sales, said Chris Brandon, a companyspokesman.