Domino's Rebrands, Trading Tech for 'Craveability'

Domino's is rolling out its first major brand refresh in 13 years, a move first reported by Adweek, pivoting from a tech-first image to focus on the craveability of its pizza with a new look, font, and jingle.

• From bits to bites: The overhaul is a direct strategy to shift focus back to the food itself. "Over the past decade, we became known as a technology company that happens to sell pizza," said Kate Trumbull, Domino's global chief marketing officer, in a statement. "But with our 'Hungry for MORE' strategy, we're bringing the focus back to making and delivering the most delicious products and experience."

• Baking in the brand: The company is forgoing a traditional tagline, instead baking its focus on craveability directly into its name with the trademarked 'Cravemark': 'Dommmino's.' The new visual identity includes hotter red and blue colors, a "doughier" font called "Domino's Sans," and premium black-and-gold boxes for higher-end pizzas. The brand's first-ever jingle, voiced by country-rap artist Shaboozey, was engineered to grab attention in seconds on platforms like TikTok and Instagram Reels.

• History repeats itself: The strategy is reminiscent of its successful 2012 pivot, when the company introduced its 'Pizza Theater' design—a move that ultimately helped it unseat Pizza Hut as the category's top player. The current refresh follows a challenging sales period, though recent growth has been spurred by a revamped loyalty program and new delivery partnerships with giants like Uber Eats and DoorDash.

By swapping its tech-heavy identity for a food-focused one, Domino's is betting that in a crowded market, the most enduring feature is the product itself.

Domino's move is part of a wider “heritage rebrand” trend in the fast-food industry, but it's a high-stakes bet, as the backlash faced by Cracker Barrel shows the risks involved. Behind the scenes, the project was a massive undertaking, taking 20 months to complete from start to finish.