Domino's Pizza has completely revamped its brand after 13 years. Under its "Hungry for More" strategy, the world's largest pizza chain aims to reach a new generation of consumers with bolder, more modern visuals and sounds. The new identity features a more vibrant red and blue palette, a bold, rounded typeface called "Domino's Sans," and a consistent, comprehensive overhaul of everything from packaging and store signage to employee uniforms and app design.
The symbol of this rebranding is the brand's first jingle, "Dommmino's," featuring American country singer Shaboozey. Originating from the idea that "Domino's already has 'mmm' in the name," the jingle is a playful twist on the brand name, "Cravemark," embodying the strategy of capturing the attention of the younger generation through a memorable sound even in a short moment.
The new pizza box emphasizes the presence of the logo through a bright and simple design, while the "Handmade Pan Pizza" and "Parmesan Stuffed Crust" boxes feature a black and metallic gold logo for a more luxurious feel. Domino's explained this change as a refocus on the brand's core values of "taste" and "experience."
Last year, Domino's expanded its delivery options through a partnership with DoorDash, and outpaced competitors like Papa John's and Pizza Hut with a 3.41 TPS/3T increase in same-store sales in the US through stuffed crust pizzas and discount promotions. This rebranding aims to continue this growth and solidify the brand's reputation as "always hot, bold, and fun pizza."
Founded in 1960, Domino's Pizza operates over 21,500 stores in over 90 countries worldwide, with global retail sales exceeding $19.4 billion as of the second quarter of 2025. Going forward, Domino's plans to strengthen its leadership in the pizza market by preserving its brand equity while incorporating contemporary design and experiences.
