Domino’s Pizza has announced a sweeping rebrand that has transformed the way the iconic chain looks and sounds. The company has introduced a bolder logo with brighter colors, new employee uniforms, redesigned pizza boxes, and updated restaurant signage, marking its first brand refresh in 13 years. For the first time in its 65-year history, Domino’s has also released a jingle inspired by its name, performed by country artist Shaboozey.
As per media reports, the refresh has been aimed at capturing consumers’ shrinking attention spans in an increasingly fragmented media environment. Kate Trumbull, Domino’s Chief Marketing Officer, has said that the new jingle will help the brand stand out quickly on platforms like TikTok, Instagram, and YouTube, where attention must be captured in just a few seconds.
The jingle and other new branding elements have been scheduled to roll out globally in November, beginning in 12 international markets. The word “Dommmino’s” will feature on employee uniforms, while menu boards and store signage will be revamped to reflect the new design. Domino’s has chosen a jingle over a tagline because of its universal appeal, with the “mmm” sound easily translatable across languages.
Beyond the sound, the company has refreshed its color palette with more vibrant shades of red and blue, featured across uniforms, signage, and new pizza boxes designed for the social media era. The redesigned boxes have been released this week, with Domino’s emphasizing that packaging has become a vital part of how consumers visually engage with the brand online.
Industry analysts have said the revamp carries some risk, as major brand refreshes have sometimes failed in the past. However, experts believe Domino’s new identity strikes a balance between modern appeal and brand consistency.
The rebrand has not been prompted by declining performance, the company has continued to gain market share over competitors like Pizza Hut and Papa John’s. Domino’s recent success has been driven by innovations such as the return of its Parmesan Cheese Stuffed Pizza, new delivery partnerships with DoorDash and Uber Eats, and the reintroduction of its popular $9.99 “Best Deal Ever” promotion.
Domino’s has also revamped its mobile app and pizza tracker to enhance user experience, with updates expected next month. The company’s next earnings report is scheduled for October 14.
