Domino's CMO on Revamping the Brand: Embracing Change with a New Identity

Thirteen years following its last significant brand update, Domino's Pizza illustrates that even a top player in the industry cannot afford to become complacent.

On Wednesday, Domino's, recognized globally as the largest pizza chain by revenue and outlets, revealed a comprehensive rebranding effort.

Chief Marketing Officer Kate Trumbull shared with Business Insider that the rebranding process, which spanned over 20 months and involved a new insignia, catchy tune, and revamped packaging, is rooted in the belief that staying stagnant is risky.

"While some brands undertake such renewals out of necessity when facing challenges, we sought to refresh our image from a solid foundation," Trumbull mentioned. "There is indeed a gamble in taking action, yet inaction carries even greater risks. I believe that if you're paralyzed by fear and resist change, innovation is unlikely."

A Fresh Look for a New Era

The updated Domino's aesthetic introduces a bold typeface and enhanced shades of red and blue for its packaging. A new jingle, creatively titled "Dommmino's," composed by hip-hop artist Shaboozey, adds to the brand's makeover. Employees in stores also receive new attire as part of this image overhaul.

Acknowledging the substantial risks tied to such a sweeping aesthetic transformation, the company has taken cues from the missteps of other brands, Trumbull explained. Consequently, the brand launched its updates only after thorough market studies. Additional alterations, including potential store renovations and menu enhancements, are dependent on the initial launch's success.

Customer Response and Future Plans

Initial research results demonstrated that consumers responded more favorably to the new branding compared to the previous look, with marked improvements in perceiving the brand as more lively, daring, engaging, whimsical, and contemporary.

"Our objective is for this refresh to spark our future evolutions," Trumbull expressed. "Expect numerous developments in the months ahead, both domestically and internationally. We determined it was time to unveil these changes now."

Designing Connection and Celebration

Jean-Pierre Lacroix, head of the strategic design firm Shikatani Lacroix Design, remarked to Business Insider that Domino's reimagined image enhances its character and the emotional resonance with patrons.

"Ordering pizza is a joyous act, essentially a festivity," Lacroix reflected. "During celebrations, vivid hues are appealing, and the brand's playful and bold scheme fits this narrative perfectly, echoing the ultimate pleasure of savoring pizza: indulgence in flavor and treat."

Despite the significant announcement, Domino's share prices remained mostly unchanged on Wednesday, with a slight increase in after-hours trading.