new York
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Domino’s Pizza is reducing major beauty – and introduces a catchy jingle – in the hope of causing the limited attention of customers.
The channel unveiled its first refreshment in 13 years on Wednesday, including a more daring logo with more bright colors, new employees uniforms and pizza boxes, as well as a redesigned restaurant signage. In addition, for the first time in 65 years of history, the restaurant has published a jingle imitating its name interpreted by the star Country Shaboozey.
The objective is to capture the increasingly short attention of people in a fractured media landscape, said Kate Trumbull, director of domino marketing.
“Previously, you could disseminate an advertisement of 30 seconds during great listening hours and that was in a way all that you had to do,” she told CNN. “Now you have to draw attention in a second or two to Tiktok, Reel Instagram or YouTube, and when you have a jingle, you can get it instantly.”
Domino’s aims to capitalize on his recent success thanks to his new stuffed crust and to focus on good deals. The chain has outperformed its main competitors-Papa John’s and Pizza Hut-in the last quarter, with sales with comparable stores up 3.4 % in the United States.
Consumers will begin to hear the jingle on television in November, when other elements of the refreshment will also be deployed, in particular the addition of the expression “Dommmino” on workers uniforms and the redesign of menus and signaling.
Domino’s chose a jingle rather than a slogan because the brand change will first be broadcast in 12 international markets and “MMM” can easily be translated into several languages, said Trumbull, adding that “even a baby can say” MMM “”.
Beyond a new sound, Domino’s updates the color of its logo, using more lively shades of red and blue for the hats and the apron of employees, the signaling and the newly designed pizza boxes, created to be unpacked in the social media era.
Pizza boxes will be the first updated article that customers will see, and will be published this week with an overview of the new Look on social networks.
“The packaging ends up being this important accessory in connection with consumers, and we knew that ours did not work hard enough,” said Trumbull, especially at a time when “hundreds or thousands of times a day, consumers make advertisements on social networks about the brand”.
Refresh an emblematic brand includes risks, said Zak Stambor, main retail and electronic trade analyst at Emarketer, whose history is dotted with chess ranging from Cracker Barrel to Gap and Tropicana.
However, “Domino’s new look seems modern while remaining faithful to its fundamental identity,” he told CNN. “Even if this updating will probably not lead to a strong increase in sales, it allows Domino’s to keep one step ahead instead of a late step.”
Trumbull and Stambor both mentioned that the refreshment was not due to the weakness of the sales. The company has constantly gained market share compared to its competitors over the past decade.
Part of his recent commercial success is due to the arrival of the pizza stuffed in parmesan after 30 years of absence from the menu. CEO Russell Weiner said during the last business conference on the company’s results in July that the crust was “one of the newest elements of the most important menu in history”, attributing the merit of having attracted new customers and generating profits because of its higher price.
Domino’s widened its delivery options in the last quarter by associating with Doordash, following a similar agreement in 2023 with Uber Eats. The chain too Has deployed more targeted promotions for guests concerned about their budget via its application and website, which will also make a facelift next month.
Trumbull said that value remains a priority for Domino customers, the chain bringing its “best offer of all time” promotion to $ 9.99 for a limited period in August.
“Consumers are subject to more pressure than ever, and what is really important to us is that the value is not only to get something at low prices,” she said. “It’s about getting something you really want at a good price.”
The next publication of Domino’s (DPZ) results will take place on October 14.