Domino’s Unveils Its First Brand Refresh in 13 Years
After Pizza Hut recently announced a brand refresh, its rival, Domino’s Pizza, has followed suit with its own first refresh in over a decade. This new update aims to make every touchpoint of the brand as craveable as the pizza inside the box — from the colours to the packaging, and even the music.
A Fresh, Bold Look for Domino’s
Domino’s brand refresh introduces hotter, more delicious colors and a bolder typeface, creating a visually appealing and modern identity. The new look incorporates brighter packaging and livelier graphics, making Domino’s even more visually irresistible. The company has also unveiled a new name-bending jingle, “Dommmino’s,” that was brought to life by popular singer-songwriter Shaboozey. This jingle adds fun and energy, inviting customers to connect with the brand playfully and musically.
Reinforcing Focus on Craveability
Domino’s, long recognized as a leader in pizza technology, now focuses on what truly matters: making and delivering the most delicious products. Kate Trumbull, Domino’s Executive Vice President and Global Chief Marketing Officer, explained:
“Over the past decade, we became known as a technology company that happens to sell pizza. But with our Hungry for MORE strategy, we’re bringing the focus back to the food and experience our customers crave.”
The brand’s “Hungry for MORE” strategy emphasizes the importance of creating a memorable pizza experience — not just a quick, tech-driven process. The refreshed look reflects this return to prioritizing taste, quality, and satisfaction in every bite.
A Brand Built on Craveability
In addition to its updated visuals and messaging, Domino’s is doubling down on its core value: craveability. Trumbull continued:
“Rather than launching a more traditional tagline, we’re baking craveability right into our name and every aspect of our brand as a reminder of this relentless focus. You literally can’t say ‘Domino’s’ without saying ‘mmm.'”
The new refresh brings craveability to life at every touchpoint, reminding people that Domino’s offers a delicious, satisfying experience, not just pizza delivery.
A Refresh, Not a Rebrand
While many companies rebrand when struggling, Dominos refresh comes after years of category-defying growth. This move isn’t about recovery — it’s about staying at the top and continuing to push for excellence. Trumbull summed it up:
“Most companies rebrand themselves when they’re struggling, but after years of category-defying growth, this refresh is about continuing to push to be the best version of ourselves.”
The brand’s growth and success make this refresh an evolution, keeping it fresh and relevant while leading the pizza market.
Rolling Out the New Look
The refreshed branding will roll out over the next few months across the U.S. and international markets. Customers will see the new look across TV and digital ads, the Domino’s website, the ordering app, pizza boxes, print materials, in-store graphics, and team member gear.
With this comprehensive rollout, Domino’s connects with consumers through visual elements and the overall experience, reinforcing craveability at the heart of everything they do.
Domino’s latest brand refresh signals the company’s commitment to excellence and craveability. Domino’s continues to reign in the pizza world by focusing on food quality, customer experience, and a refreshed identity. It makes every interaction as enjoyable as the pizza through bold visuals, a catchy jingle, and an emphasis on taste over tech.
