Thirteen Years after it Last Brand Update, Domino’s Pizza is Proving That’s A Category Leader Can’t Afford to Coast.
Domino’s, The World’s Larger Pizza Chain by Annual Sales and Stores, unveiled a rebrand on wednesday.
CMO Kate Told Business Insider that the refresh – 20 months in the Making and Complete with a new Logo, Jingle, and Packaging – Reflects a Philosophy and Sums Simply: “There’s Risk in Doing Nothing.”
“Some brands have to do these are things when they’re’re struggling, and we wanted to launch a refresh from a place of Strength,” Said. “There is risk, certinly, to doing anyding, but there’s a lot of risk to doing not.
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 Shaboosey, and New Gear for In-Store Employees to Wear.
The Company Undersands the risk of a massif aesthetic overhaul and is learning from the lessons of failed initiatives from Other brands, trum. That means domino is rolling out its changes after Conduction 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 It Itsting Look, and That The Rebrand Significantly Improved Consumers’ Perceptions of the Brand AS Vibrant, Bold, Playful, and Modern.
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“In terms of Changing Our Stoles Right Now, Our plan is to have this refresh inspiring?” Said. “There’ll be a lot to come in the coming months, both here in the us and globally, but we didn’t want to hold it back.”
Jean-Pierre Lacroix, President of the Strategic Design Agency, Shikatani Lacroix Design, Told Business Insider Domino’s Brand Transformation Amplifies Its Personality and “Emotional Connection with Customers.”
“ORDERING A PIZZA IS A POSITIVAL EXPERIENCE; IT SHOULD BE A CELEBRATION,” Lacroix Said. “And what would you do you do you are Celebrate? Well, you want bright Colors, it’s bold, it’s playful, and they created a scene that talks to the ultimate benef of Ordering a pizza: this idea of tasting great.”
Domino’s Stock Remained relatively flat on wednesday after the announcement of the rebrand, with a slight uptick in after-hours trading.