The new logo will appear in Domino’s marketing materials beginning in October. “The best way to signal that there’s something new on the inside is to create something new on the outside,” Weiner says. The company will also only allow existing stores that have undergone major updates and remodeling to use the new logo signage. and a number of countries around the world will feature the new logo and key components of the new design. “We’d like to reach the point where we’re as recognized as the Nike Swoosh or the Golden Arches.”Īll new stores built in the U.S. “The next step in this process is to build the store of the future, featuring new store signage and a simple, visually striking logo, because we believe Domino’s has become an iconic global brand that is instantly recognizable,” Weiner continues. We began to interact with customers in innovative ways through technology, mobile devices, and social media. “We began to expand our menu, develop a whole new recipe for our pizza, and come up with new, breakthrough ways to talk about our brand with consumers. “Everything started to come together in 2008, when we recognized the real need to change,” says Russell Weiner, Domino’s Pizza chief marketing officer. The design concept is complemented by a new, single-tile logo, marking a significant change in the branding of the 52-year-old company. Nearly a dozen of these concept stores have been built throughout the U.S., from Las Vegas to Gulfport, Mississippi, so far this year. Some stores may feature a number of “grab-and-go” items, from salads and milk to cookies and mini dessert parfaits, in-store dining, and big screen televisions. The stores will also feature chalkboards to allow customers to express their creativity or to leave feedback for the store team members. After choosing a new name for their growing pizza franchise, Domino’s introduced a new logo with an image to represent the moniker. Some features include a comfortable lobby open-area viewing of the food preparation process, including a step platform for children to see the action and the ability to order from a kiosk and track carryout orders electronically. The chain, unlike Domino’s, is not known for being a delivery business but is looking to change this by investing in digital channels such as mobile to boost online sales.ĭomino’s is working with integrated agency Iris Worldwide on the UK update.Domino’s Pizza announced plans to bring the art and skill of pizza-making front and center with the release of its new ‘Pizza Theater’ store design.Īfter years of development and concept testing, the Domino’s Pizza store of the future will have its pizza-making artists on display as they hand-toss fresh dough and custom-make customers’ orders.ĭepending on square footage availability, the new store design allows flexibility for a number of features otherwise unheard of when it comes to the “traditional” Domino’s Pizza store. The move comes as rival Pizza Hut readies a £20m push to increase its share of the pizza delivery market. Sales increased 12.8 per cent to £598.6m in 2012. It marks the first major update to the brand in 15 years as the company steps up efforts to capitalise on growing sales. The overhaul is part of a global refresh of the brand, which first began in the US last October, and is now being rolled out across the UK franchise’s 805 stores. The remodelled store design aim to bring more visibility to the pizza making process along with providing an expanded customer area. Store layouts, in-store promotions and menus are also being changed with the brand opting for a more 50s Americanised look that accentuates its beginnings as a small pizza store. The name Domino’s is synonymous when referring to pizza delivery and this is a reflection of how far the Domino’s brand has come.” He adds: “The brand is now one of the most easily recognisable symbols in the country. Simon Wallis, sales and marketing director at Domino’s UK, says the logo “proclaims that Domino’s is comfortable in its own skin and doesn’t need to tell anyone that it sells pizza”. The updated logo keeps the brand’s iconic red and blue colours in a domino shape with the company name removed. Pizza delivery chain drops pizza from logo to reflect its growing recognition among consumers.
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