Thirteen years after its last brand update, Domino’s Pizza is proving that even a category leader can’t afford to coast.
Domino’s, the world’s largest pizza chain by annual sales and stores, unveiled a rebrand on Wednesday.
CMO Kate Trumbull told Business Insider that the refresh — 20 months in the making and complete with a new logo, jingle, and packaging — reflects a philosophy she sums up simply: “There’s risk in doing nothing.”
“Some brands have to do these things when they’re struggling, and we wanted to launch a refresh from a place of strength,” Trumbull said. “There is risk, certainly, to doing anything, but there’s a lot of risk to doing nothing. And I think if you’re stuck or refusing to change because you’re in a place of fear, I don’t think you’ll innovate.”
Domino’s new look features a new font and brighter red and blue colors on its packaging, a jingle, “Dommmino’s,” recorded by hip-hop star Shaboozey, and new gear for in-store employees to wear.
The company understands the risks of a massive aesthetic overhaul and is learning from the lessons of failed initiatives from other brands, Trumbull said. That means Domino’s is rolling out its changes after conducting extensive market research. It plans to announce further changes — such as store refreshes or new menu items — after gauging the success of the initial launch.
Domino’s said its initial market research found customers preferred the refreshed branding over its existing look, and that the rebrand significantly improved consumers’ perceptions of the brand as more vibrant, bold, fun, playful, and modern.
“In terms of changing our stores right now, our plan is to have this refresh inspire our future,” Trumbull said. “There’ll be a lot more to come in the coming months, both here in the US and globally, but we didn’t want to hold it back any longer.”
Jean-Pierre Lacroix, president of the strategic design agency, Shikatani Lacroix Design, told Business Insider that Domino’s brand transformation amplifies its personality and “emotional connection with customers.”
“Ordering a pizza is a positive experience; it should be a celebration,” Lacroix said. “And what do you do when you celebrate? Well, you want bright colors, it’s bold, it’s playful, and they created a scene that talks to the ultimate benefit of ordering a pizza: this idea of tasting great, the idea of treating yourself.”
Domino’s stock remained relatively flat on Wednesday after the announcement of the rebrand, with a slight uptick in after-hours trading.
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