New York
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Domino’s Pizza is giving itself a main makeover — and introducing a snappy jingle — in hopes of holding on to clients’ restricted consideration.
The chain unveiled Wednesday its first refresh in 13 years, encompassing a bolder emblem with brighter colours, new worker uniforms and pizza packing containers, and redesigned restaurant signage. Also, for the primary time in its 65-year-old historical past, the restaurant is releasing a jingle mimicking its name carried out by nation star Shaboozey.
The aim is to seize folks’s shortening consideration spans amid a fractured media panorama, stated Kate Trumbull, Domino’s chief advertising officer.
“It used to be that you could run a 30-second ad in primetime and that would be kind of all you needed to do,” she advised NCS. “Now, you need to catch attention in a second or two on TikTok or an Instagram Reel or YouTube, and when you have a jingle, you can get that instantly.”
Domino’s goals to capitalize on its latest success due to its new stuffed crust and give attention to deals. The chain outperformed its major rivals — Papa John’s and Pizza Hut — final quarter, with US same-store gross sales rising 3.4%.
Consumers will begin listening to the jingle on TV in November, when different components of the refresh may also roll out, together with including the “Dommmino’s” expression to employees’ uniforms and revamping menu boards and signage.
Domino’s selected a jingle relatively than a tagline as a result of the rebrand will first launch in 12 worldwide markets and “mmm” can simply translate throughout languages, Trumbull stated, including that “even a baby can say, ‘Mmm.’”
Beyond a new sound, Domino’s is updating the colour of its emblem, utilizing extra vibrant shades of pink and blue for worker hats and aprons, signage and newly designed pizza packing containers created for unboxing within the social media period.
The pizza packing containers would be the first refreshed merchandise clients will see, releasing this week together with glimpses of the brand new look on social media.
“The packaging ends up being this important prop as you’re connecting with consumers, and we knew ours wasn’t working hard enough,” Trumbull stated — particularly in an period when “hundreds or thousands of times a day, consumers are making commercials on social media about the brand.”
Refreshing an iconic model carries dangers, stated Zak Stambor, a senior retail and e-commerce analyst for EMarketer, with historical past suffering from flops starting from Cracker Barrel to the Gap and Tropicana.
However, Domino’s “new look feels modern while staying true to its core identity,” he advised NCS. “While this refresh probably won’t drive a big sales bump, it keeps Domino’s one step ahead instead of one step behind.”
Trumbull and Stambor each talked about that the refresh isn’t due to sluggish gross sales. The firm has constantly gained market share over its rivals for the previous decade.
Part of its latest gross sales success was due to the arrival of the Parmesan Cheese Stuffed Pizza after a 30-year absence from the menu. CEO Russell Weiner stated on the corporate’s most up-to-date earnings name in July that the crust was “one of the biggest new menu items in our history,” crediting it for attracting new clients and juicing income due to its increased worth level.
Domino’s expanded its supply choices final quarter by partnering with DoorDash, following a related deal in 2023 with Uber Eats. The chain additionally rolled out extra focused promotions for budget-conscious diners by means of its app and web site, that are additionally getting facelifts subsequent month.
Trumbull stated worth stays prime of thoughts for Domino’s clients, with the chain bringing again its $9.99 “Best Deal Ever” promotion for a restricted time in August.
“Consumers are under more pressure than ever, and what’s been really important to us is that value isn’t just about getting something for cheap,” she stated. “It’s about getting something you really want for a good price.”
Domino’s (DPZ) subsequent earnings launch is October 14.