Thirteen years after its last brand update, Domino’s Pizza proved that even a category leader cannot afford to settle for what it has and rest on its laurels. The world’s largest pizza chain in terms of annual sales and stores unveiled a comprehensive rebrand, planned in the company’s offices over 20 months, which includes a new logo, a unique jingle, and redesigned packaging.
Kate Trumbull, Domino’s Chief Marketing Officer, told Business Insider the philosophy behind the move in one simple sentence. According to her, some brands are forced to make such changes when they are struggling, but Domino’s chose to launch the refresh from a place of strength. “There is definitely a risk in doing something, but there is more risk in doing nothing. If you are stuck or refuse to change because you are in a place of fear, I don’t think you will innovate.”
What exactly changed?
The new look of Domino’s includes several significant changes: A completely new font, brighter and more modern red and blue colors on the packaging, and a new jingle called “Dommmino's” recorded by hip-hop star Shaboozey. Additionally, store employees will receive new uniforms that reflect the brand’s updated look.
The company is well aware of the risks involved in such a massive aesthetic change, so it chose to learn from the failures of other brands. Domino’s conducted extensive market research before the launch and plans to announce additional changes—such as store refreshes or new menu items—only after measuring the success of the initial launch.
Customers like the change
Domino’s initial market research yielded encouraging results: Customers preferred the refreshed branding over the existing look, and the new branding significantly improved consumer perceptions of the brand. Customers now see Domino’s as a more vibrant, bold, fun, playful, and modern brand. “As for changes to our stores right now, our plan is for this refresh to serve as inspiration for our future,” Tramboul explained. “There will be much more to come in the coming months, both here in the U.S. and globally, but we didn’t want to delay it any longer.”
Experts explain the psychology
Jean-Pierre Lacroix, President of the strategic design agency Shikatani Lacroix Design, told Business Insider that Domino’s brand change enhances its personality and emotional connection with customers. “Ordering pizza is a positive experience; it should be a celebration,” Lacroix said. “And what do you do when celebrating? You want bright colors, it’s bold, it’s playful, and they have created a scene that speaks to the ultimate advantage of ordering pizza: The idea of great taste, the idea of treating yourself.”
Domino’s stock reacted relatively indifferently to the move, with no sharp changes observed, although a slight drop was recorded recently after the rebranding announcement, despite a small rise at the start of the trading day.