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Food and Drink

Domino's Pizza in Japan hatches half-baked plan to build store on moon

If the moon hits your eye like a big pizza pie, it could be because Domino's Pizza in Japan has drafted a plan to open the first galactic pizzeria on the moon.

In what can only be described as a marketing scheme that's out of this world, the pizza chain said they're planning to take a "giant leap for all mankind" and build the first fast food joint on the moon.

Their website "Moon Branch Project" was launched last week.

Though a joke to put the spotlight on their 25th anniversary in Japan this year, the company went so far as to hire construction and engineering firm Maeda Corp. to come up with official-looking reports and figures and number-crunch the estimated cost. The final tally? An astronomical price tag of $21.7 billion.

An artist's rendering shows a multi-level, dome-shaped restaurant with floor-to-ceiling windows for diners - for the view, of course - a greenhouse, gym, play room, private pods and astronaut pizza delivery men.

Embedded along the way is a feel-good - albeit somewhat lost and misplaced - message delivered by Domino's Pizza Japan CEO Scott Oelkers for people to follow their dreams.

Meanwhile, though most consumers and readers understood the pitch as a publicity stunt, the story also generated confusion among readers of  the Daily Telegraph in the UK, and the LA Times where some commentators took the joke seriously.

"I have never heard of such a ridiculous idea in my life," wrote one disgusted reader. "Please feed the hungry here - the children who go to bed hungry every night and don't know where their next meal will come from. They will definitely not be able to afford the trip to the moon. I will never eat a Domino's pizza again."

In 2001, Pizza Hut became the first to deliver its pizza to astronauts in space.

Visit Domino's "Moon Branch Project" at http://moon.dominos.jp/ periodically for more updates.