Rebrands can be tricky to execute successfully. Either the public goes for the changes or rejects them. Case in point - Cracker Barrel. The beloved restaurant chain recently made some contemporary upgrades to its old-time-y logo and interiors that landed with a thud with customers. Cracker Barrel hastily backtracked, but the damage to the brand was done.
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Now Domino's is stepping up to the plate with some exciting new tweaks of its own. To accompany the revamp, the chain introduced a snappy new jingle by popular country singer Shaboozey per People.
The New Domino's Look Was Rolled Out on October 8
There are several facets to Domino's new approach, its first in 13 years, per the outlet via ADWEEK. In a press release, Domino's outlined its strategy. It showcases eye-catching packaging, more intense brand colors, a typeface called Domino's Sans that is light-hearted and fun, and a "name-bending jingle," "Dommmino's," featuring Shaboozey's distinctive vocals.
The singer expressed his enthusiasm for being a part of Domino's rebranding process. He said per the release, "Pizza is that one food that brings everyone together - different people and generations and cultures - and no one does it better than Domino's. It was a fun challenge to be the voice for the most craveable food."
A Top Company Exec Explained the Upgrades
Per the release, Executive Vice President / Global Chief Marketing Officer Kate Trumbull described Domino's flashy new initiative. "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 making and delivering the most delicious products and experience, which is what Domino's customers really want."
She added, "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.'"
Trumbull mentioned this rationale for the brand reboot. "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. It's vibrant, it's bold, and it's fun. It's pizza!"
