UPDATE: Today, July 12, 2023, Domino’s Pizza has officially announced a significant rebranding initiative, introducing a fresh logo, catchy jingle, and revamped packaging. This overhaul, a result of 20 months of meticulous planning, marks Domino’s first brand refresh in 13 years and signifies a bold move for the world’s largest pizza chain.
Domino’s Chief Marketing Officer, Kate Trumbull, emphasized the urgency of this transformation, stating, “There’s risk in doing nothing.” The company aims to revitalize its image and connect with customers more vibrantly, as it faces increasing competition in the fast-paced food industry.
The new branding features a modern font and brighter colors, designed to resonate with a younger demographic. The jingle, titled “Dommmino’s,” is performed by hip-hop artist Shaboozey, adding a contemporary flair to the brand’s identity. Trumbull noted that the changes are rooted in strength rather than adversity, saying, “We wanted to launch a refresh from a place of strength.”
Market research has shown that customers prefer the new look, with improved perceptions of the brand as more vibrant, bold, fun, playful, and modern. Trumbull stated that the initial feedback has been overwhelmingly positive, paving the way for further changes, including potential store updates and new menu items.
In a statement regarding the transformation, Jean-Pierre Lacroix, president of Shikatani Lacroix Design, highlighted the emotional engagement that comes with ordering pizza, describing it as a “celebration.” He affirmed that the new branding encapsulates the joy and excitement of enjoying a pizza, which should feel festive and inviting.
Despite the ambitious rebranding efforts, Domino’s stock remained relatively stable following the announcement, with a slight uptick in after-hours trading reflecting investor cautious optimism.
As Domino’s embarks on this new chapter, industry analysts will closely monitor the brand’s evolution and its impact on sales both in the U.S. and globally. The company promises more updates and initiatives in the coming months, ensuring that its refreshed identity continues to resonate with both loyal customers and new audiences.
Stay tuned for more developments as Domino’s revitalizes its brand and embraces the future of pizza delivery!