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For the primary time in over a decade, Domino’s Pizza is revamping its model.
As a part of the chain’s “hungry for more” technique, it’s going to modernize its colour scheme, implement a bolder typeface and graphics and debut new music in addition to brighter packaging and a brand new name-bending jingle.
Over the approaching months, modifications will roll out throughout the U.S. and several other worldwide markets, affecting Domino’s ordering app, packaging, print supplies, in-store graphics, staff member uniforms and web site, the corporate introduced on Wednesday.
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Domino’s billboard showcasing its model refresh. (Domino’s )
Domino’s International Chief Advertising Officer Kate Trumbull mentioned whereas corporations usually rebrand themselves when they’re struggling, Domino’s is doing so after “years of category-defying growth.”
“This refresh is about continuing to push to be the best version of ourselves,” Trumbull mentioned.
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Nevertheless, the corporate’s plans to modernize the 64-year-old model come as Cracker Barrel faces lingering fallout from its ill-fated effort to refresh its brand and restaurant interiors for a extra trendy look. The transfer triggered intense backlash, a steep drop in inventory worth and an eventual reversal.
A Domino’s signal at evening with its new design. (Domino’s )
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Jordan Lee, a model strategist and media relations specialist at The PR Group, informed FOX Enterprise that Cracker Barrel’s downfall occurred as a result of it disconnected from its roots and prospects of their push to modernize.
Conversely, Domino’s, whereas additionally in search of to modernize its model, “figured out how to refresh without alienating,” in line with Lee.
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“Domino’s is avoiding that trap by protecting the signifiers customers trust – the logo, the name and the pizza-first focus – while turning up energy in places that matter – that new jingle is going to grow on people,” Lee mentioned.
Domino’s signage showcasing its model refresh. (Domino’s )
Lee acknowledged that any time an iconic model refreshes, there may be danger. For one, if there may be an excessive amount of change, the corporate can confuse your most loyal prospects, in line with Lee. On high of this, “miss the tone, and you feel like you are chasing trends instead of setting them,” he added.
Lee mentioned Domino’s is sidestepping each of these issues by retaining its core id. As an illustration, the brand continues to be recognizable and its pizza stays entrance and middle.
By updating in ways in which strengthen model recognition as an alternative of breaking it, Domino’s retains its edge whereas defending the fairness it has constructed over a long time,” he added.
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Robbie Vorhaus, a crisis and brand communications strategist, told FOX Business that the rebrand “displays Domino’s intuitive understanding that the subsequent wave of shoppers – Gen Z and Gen Alpha – need manufacturers that really feel each timeless and present.”
Domino’s has additionally develop into a dominant participant within the sector with its income and market cap not less than 10 occasions that of Cracker Barrel, in line with Vorhaus.
The pizza chain’s market capitalization tops $14 billion, in contrast with about $932 million for Cracker Barrel as of Wednesday afternoon.
