Just days after Pizza Hut announced its brand refresh, rival Domino’s Pizza has revealed its own major makeover — the first in over 13 years. The revamp is designed to make every touchpoint of the brand as craveable as the pizza itself.
From brighter packaging and hotter colours to a bolder typeface and an all-new name-bending jingle, Domino’s is turning up the heat across the board. The new jingle, titled “Dommmino’s,” is brought to life by singer-songwriter Shaboozey, infusing the brand with playful energy and a catchy rhythm.
Domino’s brand refresh
Craveability at the Core
According to Kate Trumbull, Domino’s Executive Vice President and Global Chief Marketing Officer, the refresh signals a strategic pivot.
“Over the past decade, we became known as a technology company that happens to sell pizza. But with our Hungry for MORE strategy, we’re bringing the focus back to making and delivering the most delicious products and experience,” she said.
This focus on “baking craveability right into our name” reflects Domino’s renewed emphasis on what made it famous — irresistible pizza and a joyful brand experience. As Trumbull puts it, “You literally can’t say Domino’s without saying mmm.”
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A Global Rollout with a Fresh Identity
The new look will roll out across TV and digital advertising, dominos.com, the Domino’s app, packaging, print, in-store graphics, and even team uniforms. The goal: to ensure a unified, crave-inducing identity across all brand touchpoints in the U.S. and international markets.
This transformation marks Domino’s effort to evolve beyond being seen as a tech-forward brand — and instead, reassert its core identity as a pizza-first, crave-driven brand.
Domino’s: A Refresh from Strength, Not Struggle
Unlike many companies that rebrand to recover from weak performance, Domino’s is refreshing from a position of strength.
“Most companies rebrand themselves when they’re struggling,” Trumbull noted. “But after years of category-defying growth, this refresh is about continuing to push to be the best version of ourselves.”
With this bold new identity, Domino’s aims to strengthen its emotional connection with customers — blending familiarity, fun, and flavor into a modern, craveable experience that keeps fans saying “Mmm.”
