Domino's Pizza (DPZ) is overhauling its operations, getting a new logo and dropping the word "Pizza" from its name.

The changes -- the company's biggest in decades -- stem from an important shift in customer behavior. People are starting to pass on home delivery in favor of picking up their orders in person.

Blame belt-tightening in the economic downturn: Customers can save a few bucks by picking up orders themselves. And for many, there are enough pizza locations on the drive home from work that pickup is easier. Finally, the hottest trend in pizza lately is the build-your-own walk-through (think Subway-style ordering).

So Domino's is changing with the times, making its stores more approachable and comfortable for pickup customers. And it's dropping the "Pizza" because its stores will have a wide variety of grab-and-go items that aren't pizza at all, including pasta, salad, wings, chicken sandwiches, parmesan bread, sodas and chocolate lava cakes.

"So much of our menu is beyond pizza right now that we feel like we're more than just a pizza place," Russell Weiner, Domino's chief marketing officer, told AdAge.

Domino's is also adding big-screen TVs and comfortable seating for customers waiting for orders. It's adding Pizza Theaters, with views of the pizzas being made. There will be chalkboards for customers to draw and write on, according to the Los Angeles Times. The company will have a new logo (pictured) with no text, one that it hopes can become iconic and instantly recognizable, even overseas.

A few years ago, 80% to 90% of Domino's business was delivery, Weiner told AdAge. But that's changing fast, and now 30% of sales are pickup.

Domino's isn't the only pizza company to see the trend. Nation's Restaurant News says there's a new breed of fast-casual pizza restaurants emerging. Generally, they charge customers one price for unlimited toppings. Customers walk the service line and choose the ingredients, and the pizzas are cooked in less than six minutes.

A number of new chains are quickly expanding to fill this niche, but NRN says the biggest ones are MOD Pizza, Pie Five, Uncle Maddio's Pizza Joint and Top That. "There's a bit of a land grab going on," Scott Svenson, a partner in MOD Pizza, told NRN. "People want to be seen as an innovator in the space."

Carryout pizza has become the No. 1 pizza format in the country, according to research firm Technomic. More than two-thirds of customers opt for carryout at least once a month, AdAge reports. That's enough for carryout pizza to topple the previous leader in the space: frozen pizza.

Here's a video of Domino's CEO Patrick Doyle talking about the business back in July:

More from Top Stocks

• Can an ad-free Twitter replace the original?
• Target's so-so results good enough for Wall Street
• Old-school stock investing is far from dead