Domino’s Pizza has overhauled everything from its branding to its pizza recipes to its advertising over the last couple of years, and now the biggest pizza deliverer on the globe is pressing change in a number of new ways.
For one thing, Domino’s continues to push as much business as possible to online ordering, a trend that has been overtaking the pizza trade for a while now. This week, digital customers in the US will receive half off on all pizzas ordered at the listed menu price.
Also as part of this promotion, Domino’s is reminding American customers how many options they have for getting their pizza just right. At a time when some other products are getting simpler for ease of manufacturing and to cut costs for brands, Domino’s wants to let pizza eaters know that they could line up their pies more than 34 million different ways.
“One of the greatest things about a Domino’s pizza is that it is customizable,” stated Russell Weiner, Domino’s CMO. Now, that might involve a strange combination like a topping made of pineapple, anchovies and [your topping here] — and that’s what Domino’s is emphasizing in the new ads.
At the same time, the Domino’s operation in Australasia is serving as the first global platform to introduce a new logo, above, that may eventually serve as the brand’s new marque around the world. Revealed on the Domino's New Zealand Facebook page, the new “tile” logo drops the word “pizza” from the design with the idea of showcasing a new image.
“It was time to improve the one thing that signifies our brand – by creating a new clean, crisp and strong brand logo that reflects our new directions,” commented Don Meij, CEO of Domino’s Pizza Enterprises Ltd., which is the master franchisor for the brand in Australia, New Zealand, France, Belgium and The Netherlands.
As for whether the new logo will be rolled out in its U.S. homeland — which is still using the original iconic logo at right — remains to be seen.