Domino’s Pizza has unveiled its first extensive brand refresh in 13 years, shifting the focus away from technology and back to its product.
Kate Trumbull, Domino’s executive VP and global chief marketing officer, said “Over the past decade, we became known as a technology company that happens to sell pizza. But with our ‘Hungry for MORE’ strategy, we’re bringing the focus back to making and delivering the most delicious products and experiences. You literally can’t say ‘Domino’s’ without saying ‘mmm.’”
That message is core to the brand’s new jingle, ‘Dommmino’s,’ recorded by five-time Grammy-nominated artist Shaboozey. This new audio and visual expression of its name, which it calls a Cravemark, replaces a traditional tagline and aims to be memorable and fun to mimic.
In the brand refresh, Domino’s signature red and blue colours have been intensified to hotter, warmer tones inspired by “pizza-fresh heat”, and packaging has been simplified to boost brand recognition. Domino’s elevates premium product packaging with a metallic gold and black logo.
The brand is also sporting a bolder, custom font, Domino’s Sans.
The refresh extends to new team member uniforms, modernised graphics for dominos.com, the ordering app, and in-store displays.
“Most companies rebrand themselves when they’re struggling, but after years of category-defying growth, this refresh is about continuing to push to be the best version of ourselves,” Trumbull said.
The holistic refresh will roll out across its more than 21,500 stores in 90 markets, beginning in the US.
