The New Look of Domino’s Pizza.
“It’s not what you say it is. It’s what they say it is.” The words of The Brand Gap author Marty Neumeier must be bouncing around the walls of the Domino’s Pizza marketing department as it’s been almost four years since they began reinventing themselves and they haven’t stopped yet.
In late 2009, Domino’s Pizza shocked everyone with a new pizza recipe that included better seasonings, a bolder sauce, and 100% real cheese. Since then, not only has their corporate attitude changed, the look and feel of Domino’s has changed from their cleaner and sometimes out-of-the-box email blasts to their recently unveiled new logo and restaurant design. In the August 14 press release, Chief Marketing Officer Russell Weiner said,
“Everything started to come together in 2008, when we recognized the real need to change. We began to expand our menu, develop a whole new recipe for our pizza and come up with new, breakthrough ways to talk about our brand with consumers. We began to interact with customers in innovative ways through technology, mobile devices and social media.
The next step in this process is to build the store of the future, featuring new store signage and a simple, visually striking logo — because we believe Domino’s has become an iconic global brand that is instantly recognizable. We’d like to reach the point where we’re as recognized as the Nike Swoosh or the Golden Arches.”
The new “store of the future” design will feature a more welcoming and generation-appropriate lobby, clear viewing of the food preparation with a step platform for children, and chalk boards to allow customers to doodle or to leave feedback for the store employees. Although the new décor slightly resembles some of the new-to-market pizza chains, the new logo is already as iconic as the brand itself.
Domino’s new design (left) shares aesthetic similarities of new-to-market chains like Pie Five Pizza Co. (right)
In my opinion, Domino’s Pizza is definitely positioning itself to knock Pizza Hut off its pedestal. If they can convince consumers that their food quality, value, and atmosphere has improved as much as their look has, 2013 will be the year that Domino’s Pizza becomes number one.
The new look is indeed very attractive. Domino’s is doing everything it can to be at the top of the business. What I personally love about them is the kinds of deals and discounts they keep offering.