Domino's Pizza Unveils Major Brand Refresh After 13 Years

On October 8, 2025, Domino's Pizza announced its first significant brand refresh in over a decade, aimed at appealing to modern consumers while reinforcing its identity as a leading pizza chain. The refresh includes a vibrant new logo, updated employee uniforms, redesigned pizza boxes, and the introduction of a jingle titled "Dommmino’s," performed by Grammy-nominated artist Shaboozey. This initiative is part of Domino's "Hungry for MORE" strategy, which emphasizes enhancing the customer experience and product appeal.

Domino’s Gets a Fresh Look After More than a Decade – See What’s NewQSR MagazineThe Plain DealerCNNDomino's bakes craveability into its first brand refresh in 13 yearsDomino’s Pizza refreshes brand with help from ShaboozeyMarketingDiveDo You Like Domino's Brand Refresh With Shaboozey? Hmmm?

The brand overhaul features bolder colors, specifically hotter shades of red and blue, and a new font called "Domino’s Sans," designed to evoke warmth and personality. The packaging has been simplified and made more visually striking to enhance its presence in a crowded media landscape, particularly on social media platforms. The jingle, which emphasizes the "mmm" sound in "Domino's," aims to create a memorable audio identity for the brand.

Domino’s Pizza refreshes brand with help from Shaboozey

Kate Trumbull, Domino's global chief marketing officer, stated that the refresh is not a response to declining sales but a proactive measure to maintain the brand's competitive edge. Domino's has consistently gained market share over the past decade, with a 3.4% increase in same-store sales reported in the last quarter. The company has also expanded its delivery options through partnerships with DoorDash and Uber Eats, further enhancing its market presence.

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While the refresh is designed to modernize the brand, it carries inherent risks. Zak Stambor, a senior analyst at EMarketer, noted that refreshing an iconic brand can lead to backlash, citing past failures from other companies. However, he also acknowledged that Domino's new look feels contemporary while remaining true to its core identity. The challenge lies in ensuring that the changes resonate positively with both loyal customers and new audiences.

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Trumbull emphasized the importance of adapting to consumer preferences, stating, “Rather than launching a more traditional tagline, we’re baking craveability right into our name and every aspect of our brand.” She highlighted that the refresh is backed by extensive consumer research to validate the changes. Shaboozey expressed excitement about being the voice of the brand, noting, “Pizza is that one food that brings everyone together—different people and generations and cultures—and no one does it better than Domino’s.”

Domino’s Gets a Fresh Look After More than a Decade – See What’s New

The refreshed branding will roll out across various platforms, including TV and digital advertising, the Domino's website, and in-store graphics. The new packaging and uniforms will be visible in stores worldwide, with the jingle set to debut in November. Domino's next earnings release is scheduled for October 14, where the impact of the brand refresh on sales performance may be assessed.

MarketingDiveDomino’s Gets a Fresh Look After More than a Decade – See What’s NewQSR MagazineCNNDomino’s Pizza refreshes brand with help from ShaboozeyDomino's bakes craveability into its first brand refresh in 13 yearsThe Plain DealerDo You Like Domino's Brand Refresh With Shaboozey? Hmmm?

Domino's Pizza's brand refresh represents a strategic move to enhance its identity and appeal to a younger demographic while reinforcing its market leadership. By focusing on vibrant visuals and memorable audio branding, the company aims to maintain its competitive edge in the evolving fast-food landscape.

Domino’s Gets a Fresh Look After More than a Decade – See What’s New