Domino’s Pizza refreshes brand with help from Shaboozey
Domino’s Pizza announced its first major brand refresh in over a decade, featuring new colors, font, and even the company’s first-ever jingle.
The refresh — Domino’s first such branding update since 2012, when it rolled out a new logo — introduces bolder blue and red hues across all company branding, as well as a new font that the company calls “Domino’s sans.”
Kate Trumbull, Domino’s global chief marketing officer, said in an interview with Nation’s Restaurant News that “food had to be the center” of the company’s marketing strategy, noting that the colors and font are inspired by Domino’s menu.
“The blue and red we were using wasn’t really bringing the energy to the food we needed it to,” she said. “And so of course we did consumer testing. We really found that the personality of our brand, the fun-ness of our brand, the vibration, the energy comes to life with the new colors [and] the new typography, Domino’s sans. It’s more bold; it has more personality; it’s more confident.”
The most significant aspect of the refresh may be the company’s first jingle, recorded by Grammy-nominated musician Shaboozey. The jingle emphasizes the “mmm” sound in the middle of Domino’s, while the new font spells out “Dommmino’s” on pizza boxes.
Trumbull said the jingle — the “crave mark,” as Domino’s refers to it — helps the company be more memorable for consumers in a time when every restaurant company is fighting for traffic.
The brand refresh also features a new, bold uniform.
“The most epic brands have a sound that helps them kind of stick in consumers’ minds and be associated with something really powerful,” Trumbull said. “And we learned … you can’t say Domino’s without saying ‘mmm.’ … There is literally nothing that’s more universal in language than the sound of ‘mmm.’”
Shaboozey, she added, “has such a beautiful, rich voice and personality that really brings it to life.”
Trumbull said the brand refresh — which comes on the heels of Cracker Barrel’s rebrand that angered loyal customers — was backed with massive amounts of consumer research to validate the changes with guests.
“Whether it’s light Domino’s customers [or] heavy users, we’re listening to everyone and seeing how they interpret what we’re doing and making sure that it’s a value add,” she said. “And there were things we looked at for this brand refresh that we didn’t end up doing because we listened to consumers.”
Domino’s is the recipient of NRN’s 2025 Brand Icon award, which recognizes restaurant chains that push the innovation envelope while also respecting their status as a legacy brand. Trumbull will be speaking at the upcoming CREATE Event for Emerging Restaurateurs in Nashville, sharing more on Domino’s brand update and marketing strategy.
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