Domino's Unveils Major Brand Refresh After Record Sales
Domino's Pizza is set to unveil its first major refresh in 13 years, with a new logo, uniforms, pizza boxes, and signage. The revamp also includes a first for the brand - a jingle, performed by country star Shaboozey, set to debut in November. Despite consistent market share gains, the refresh is not a response to sluggish sales.
Domino's has seen steady growth, outperforming rivals Papa John's and Pizza Hut last quarter with a 3.4% increase in US same-store sales. The company aims to build on this success, particularly with its new stuffed crust and promotional deals. The refresh is designed to capture consumers' shortening attention spans in a fractured media landscape.
The new image will roll out first in countries where Domino's has a strong presence, starting in the US and selected international markets. The updated pizza boxes are designed with crisper colors and for easy unboxing, perfect for the social media era. Domino's chose a jingle over a tagline as it translates more easily across languages.
Domino's Pizza's refresh, including a new logo, uniforms, pizza boxes, and signage, along with its first-ever jingle, will debut in November. The revamp is not due to poor sales but rather to capitalize on recent success and adapt to consumers' changing habits. The new look will first appear in countries with a strong Domino's presence before rolling out globally.
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