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By Suzanne Blake
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Domino's is launching its first brand refresh in 13 years, including a new jingle and "more delicious colors," along with a bolder typeface and graphics, the pizza giant announced Wednesday in a news release.
Why It Matters
While some restaurant chains bring in new menu items or meal deals as a means to boost sales amid an increasingly competitive dining sector, an overall brand refresh is generally an attempt to create a more pleasant and exciting experience for consumers.
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While some are reeling back spending in the restaurant and retail sectors, Domino's is hoping the refresh will bring in more customers in both the short and long term.
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What To Know
The refresh features vibrant new shades of the iconic red and blue colors, a custom font called "Domino's Sans," and a reimagined, bolder logo. These updates will roll out immediately to packaging, starting with pizza boxes, which now feature the Domino's logo more prominently.
Employee uniforms will also change, with new promotional T-shirts, aprons and hats arriving next month for select U.S. stores. Domino's digital ordering platforms—including its website and app—will receive coordinated visual updates to enhance user experience and reflect the rebrand.
Updates to digital ordering, considered a core business strength, are critical, as more than 85 percent of Domino's U.S. sales come via these channels.
Key to the refresh is the new jingle, "Dommmino's," intended to add a "craveable" quality to the brand name.
Performed by Shaboozey, known for collaborations with Beyoncé and for chart-topping releases, the jingle replaces the traditional tagline and will feature at the end of Domino's new promotional videos.
The rebrand could leverage Domino's existing popularity and emotional resonance with customers while aiming to enhance the experience of pizza as a celebration.
Financially, Domino's stock saw a minor uptick after the announcement. The company reported $19.4 billion in global retail sales over the four quarters preceding June 15 and continues to grow its footprint, operating over 21,500 stores in more than 90 markets.
What People Are Saying
Kate Trumbull, executive vice president and global chief marketing officer at Domino's, said in the company announcement on Wednesday: "Most companies rebrand themselves when they're struggling, but after years of category-defying growth, this refresh is about continuing to push to be the best version of ourselves."
A spokesperson for Domino's told Newsweek: "Throughout the years, we’ve innovated our technology, our operations and our menu. We’ve worked hard to deliver the most flavorful, mouthwatering menu items, and now, we’re making every touchpoint of our brand as craveable as what’s inside the box. Domino’s wants to be the most craved brand, in every sense of the word. We want our visuals to look as good as our food tastes. In refreshing our branding, we also wanted to make sure we’re continuing to connect with younger audiences across an ever-changing consumer landscape."
Alex Beene, financial literacy instructor for the University of Tennessee at Martin, told Newsweek: "Few brands have experienced as much of a retail rollercoaster in recent years as Domino's. The restaurant chain enjoyed enormous popularity during the pandemic years, as its convenience for to-go service and affordable pricing made it a standout option for individuals and families living remotely."
What Happens Next
The brand refresh aims to keep Domino's thriving in the post-pandemic years, when pizza delivery may not be as much of a consumer staple.
"As prices have risen and cash-strapped customers have looked to reduce their dining out dollars, Domino's, like other chains, has found itself struggling to garner the same amount of business it was doing just a few short years ago," Beene added. "This rebrand is another attempt to generate buzz for their locations and products, new and old."
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