Your next Domino’s pizza box might look a little different, especially if you buy one of the chain’s more premium offerings.
The Ann Arbor, Michigan-based company on Wednesday unveiled new branding that will feature new colors and typeface, along with a new jingle by singer-songwriter Shaboozey called “Dommmino’s.”
The branding will roll out in the coming weeks in the U.S. and international markets and will be featured on the company’s uniforms and packaging. Premium pizzas such as the Handmade Pan pizza and Parmesan Stuffed Crust will get a special, black-and-gold pizza box.
Domino's packaging will all get a new look.
To the company, the rebranding is designed to shift its focus on its products and customer experience, rather than on the technology on which the chain’s marketing was focused going into the pandemic.
“Rather than launching a more traditional tagline, we’re baking craveability right into our name and every aspect of our brand as a reminder of this relentless focus,” Kate Trumbull, Domino’s global chief marketing officer, said in a statement. “You literally can’t say Domino’s without saying ‘mmm.’”
It's Domino’s first rebranding in 13 years, and the last one was a raging success. The fast-food pizza chain last rebranded in 2012, when it also unveiled its new restaurant prototype, called “Pizza Theater.” The combination helped the chain generate consistently strong sales, vaulting the company past Pizza Hut to become the world’s biggest pizza chain.
Domino's team member gear.
There will be no new prototype this time. But the new branding does come at a crucial time for Domino’s, which is emerging out of its most difficult sales period since its comeback began in 2009. The company has been using a combination of changes to its loyalty program, the development of more premium pizzas and new contracts with online aggregators Uber Eats and DoorDash to generate sales growth in recent quarters.
It is also marketing its food more heavily. The efforts have helped the chain generate 3.4% same-store sales growth last quarter, the sixth period in which Domino’s generated positive comparable-store sales over the past seven.
Domino's brand refresh will include new ads.
The jingle, which highlights the “mmm” in the chain’s name, is an “audio and visual expression of its name” and Domino’s calls it a “cravemark.”
Its packaging will feature brighter blue and red colors on top of the pizza boxes, effectively making up half of the chain’s domino logo. The gold-and-black box for more premium items is designed to provide customers with a more indulgent feel.
The font is “thicker and doughier” and is called “Domino’s Sans.”
The refresh will be seen in stores with new digital menu boards, window clings. Some stores will also feature promotional uniforms and gear.
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