Discover Domino’s First Redesign in 13 Years With a Fresh New Look
Domino’s Pizza Unveils New Look and Catchy Jingle by Shaboozey
A Fresh and Vibrant Brand Identity
Domino’s Pizza is embarking on an exciting brand transformation, introducing a lively new jingle by singer-songwriter Shaboozey and a modern, brighter appearance. This is the first significant refresh in over a decade for the global pizza chain, announced on Wednesday. The update features sleek employee uniforms and redesigned packaging, set to launch soon.
Innovative Uniforms and Packaging Design
The brand revival includes newly designed aprons and hats for store staff, accompanied by appealing promotional T-shirts expected in November. Immediate changes in pizza box designs are part of the rollout, featuring the refreshed Domino’s logo on updated backgrounds. The enhancement focuses on brighter blues and reds in both store and online branding.
Connecting with Younger Audiences
To capture the attention of the younger demographic, Domino’s introduced a catchy new jingle titled “Dommmino’s,” emphasizing the “mmm” in their name. Customers can enjoy the tune in Domino’s latest promotional video featuring Shaboozey, known for his hit “A Bar Song (Tipsy)” and collaborations with Beyoncé.
New Logo and Brand Colors
Revamped pizza boxes prominently display the Domino’s logo, set against vivid red or blue backgrounds. The packaging for stuffed crust pizzas will feature a distinct black box with a metallic logo. This refresh underscores Domino’s commitment to staying relevant and innovative in a shifting consumer landscape.
Statements from Domino’s Leadership
According to Kate Trumbull, the executive vice president, and global chief marketing officer, this rebrand is not reactionary but driven by the desire to enhance the company’s existing success. “This refresh is about continuing to push to be the best version of ourselves,” Trumbull explained.
Historical Context and Market Performance
Since its founding in 1960, Domino’s has expanded to over 21,500 locations worldwide, leveraging digital ordering to secure more than 85% of sales. The brand’s adaptability is evident in its consistent revenue growth, with a reported 4.3% increase in the latest earnings report compared to the prior year’s quarter.
Rebranding Challenges in the Industry
Although redesigns can lead to success, they carry risks as well. For example, Cracker Barrel’s recent rebranding faced public criticism, significantly impacting its market value. Domino’s, however, is confident in its approach and continues to stride towards its goal of sustained innovation and appeal.
Stay updated with Emegypt for more on Domino’s transformation and other industry news.
