Marketing
Domino's Pizza refreshes brand after years of growth
Domino's Pizza has a sweet new look and jingle by GRAMMY award-winning artist Shaboozey. The brand refresh is the first in 13 years for the company.
October 23, 2025 by Mandy Wolf Detwiler — Editor, Networld Media Group
Domino's Pizza is launching its first brand refresh in 13 years. The refresh took inspiration from its past and present and includes hotter, more delicious colors, a bolder typeface and graphics, music that makes you hum along to familiar hits, brighter packaging and even a new name-bending jingle, "Dommmino's," brought to life by the voice of five-time GRAMMY nominated singer-songwriter Shaboozey.
The new look and feel will roll out over the coming months across both U.S. and multiple international markets, with touch points including: TV and digital advertising, dominos.com, Domino's ordering app, boxes, print materials, in-store graphics and team member gear.
PizzaMarketplace reached out to Kate Trumbull, Domino's EVP/global chief marketing officer, to learn more abou tthe refresh.
Q: The previous focus was on being a "technology company that happens to sell pizza." How will the "Hungry for MORE" strategy and this specific brand refresh ensure that technological innovations continue to support and enhance the core message of making and delivering the "most delicious products and experience," rather than becoming a distraction?
Trumbull:Domino's has always been a brand in progress. Throughout the years, we've innovated our technology, our operations and our menu. Our brand refresh ties into our Hungry for MORE strategy, as one of our strategic pillars is M-Most Delicious Food (which represents the 'M' in "MORE"). We've been focused on innovating our menu, and will continue to innovate our menu, to make sure we have the most delicious, craveable food. This brand refresh aims to match our visual identity to the deliciousness of our products. We're making every touch point of our brand as craveable as what's inside the box.
The other three strategic pillars of our "Hungry for MORE" strategy are Operational Excellence (O), Renowned Value (R), and Enhanced by Best-in-Class Franchisees and Team Members (E). We will continue to innovate in those spaces, including making technology updates that enhance our operations and our customers' experience.
Q: What consumer research and insights specifically drove the decision to pivot the visual, sonic and voice elements (like the use of Shaboozey) to better appeal to the "next generation of pizza lovers," and how do you define this key demographic?
Trumbull: Domino's conducted an extensive amount of consumer research and testing prior to launching our refreshed branding, to make sure we continue to connect with younger audiences across an ever-changing consumer landscape. Here are some stats we received through focus groups:
- Consumers prefer Domino's refreshed look, with 67% favoring it over Domino's former look.
- 73% of Gen Z and 70% of millennials prefer the new look over the existing design.
- Domino's refreshed branding significantly improved consumer perceptions of the brand as more vibrant/bold, fun/playful and modern.
- 77% of Gen Z and millennials agree that Domino's jingle is catchy.
Q: The refresh impacts packaging, in-store graphics and team member gear across multiple international markets. What is the estimated total cost of this rollout, and what support, resources, or financial incentives are being provided to franchise owners to ensure a rapid and consistent adoption of all new elements globally?
Trumbull: There is no currently cost impact on franchisees.
Q: The new "Dommmino's jingle is referred to as a "Cravemark." Beyond simple brand recall, what specific metrics will you use to measure the effectiveness and consumer adoption of this audio and visual expression in driving actual craveability and purchase intent?
Trumbull: For all elements of our brand refresh, we'll measure awareness, engagement and social conversation to measure its success. Ultimately, if people recognize Domino's as a brand and love it as much as our pizza, we've succeeded.
Q: The refresh will roll out across multiple international markets. How will the team balance the need for a cohesive, global brand identity (the new colors, font and logo) with the need for local or regional marketing and menu adaptations that resonate best with diverse international customers?
Trumbull: Certain elements of our brand refresh will roll out to international markets, making for a consistent, recognizable brand experience. Those elements include our updated logo, new colors, font, visuals assets for the e-commerce experience and more. Our international markets will continue to customize their menu items, deals, marketing, etc. to match local tastes and preferences.
Q: A press release mentioned the refresh will "help define how Domino's launches bolder menu innovations and more modern consumer-facing elements in the future." Can you share a concrete example of how the new "Domino's Sans" font or "Hotter Colors" will directly influence the branding or design of a hypothetical new product launch, such as a specialty pizza or side?
Trumbull:An overarching goal for Domino's brand refresh was to unify our look, feel and sound in a way that's true to the brand and how we're perceived. It's several elements that we wanted applied consistently everywhere we show up — especially our product launches. Domino's new font and colors play a huge role in providing that consistency. They're unifiers. Domino's Sans and the way we use it is simple and bold. Our new colors are not only hotter, but louder — more instantly recognizable as Domino's. We use red and blue with intent, whether that's to emphasize key words within a sentence or as large floods of color to highlight a product. So, when we launch a new product, you'll see a consistent treatment that's identifiably Domino's, regardless of where it appears. And that's largely due to the role Domino's Sans and our new colors play within the brand refresh.
Q: Given that the refresh is happening from a position of strength, what are the quantifiable business goals for this initiative over the next 12 to 24 months? Are you targeting increases in customer frequency, new customer acquisition, market share, or a specific increase in same store sales?
Trumbull: Those are all valid business goals. At the end of the day, if people recognize Domino's as a brand and love it as much as our pizza, we've succeeded in our brand refresh.
Q: The brand refresh updates dominos.com and the ordering app. Can you highlight one or two key user experience changes within the ordering ecosystem that directly leverage the "bolder," "brighter" or "more playful" new brand elements to make the online ordering journey more craveable and seamless for the customer?
Trumbull: In November, customers will be able to see elements of the brand refresh within dominos.com and Domino's app. One of the most impactful areas within the user experience is in our main deals and offers. In the past, our typeface was placed directly over images, resulting in an experience that was hard to digest, and slower to navigate. We decluttered its look and made it easier to digest information. Our brand refresh makes for an even better, faster-to-navigate digital experience.
About Mandy Wolf Detwiler
Mandy Wolf Detwiler is the managing editor at Networld Media Group and the site editor for PizzaMarketplace.com and QSRweb.com. She has more than 20 years’ experience covering food, people and places.
An award-winning print journalist, Mandy brings more than 20 years’ experience to Networld Media Group. She has spent nearly two decades covering the pizza industry, from independent pizzerias to multi-unit chains and every size business in between. Mandy has been featured on the Food Network and has won numerous awards for her coverage of the restaurant industry. She has an insatiable appetite for learning, and can tell you where to find the best slices in the country after spending 15 years traveling and eating pizza for a living.
