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15 August 2012 10:36
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Takeaway pizza chain Domino's has announced a major overhaul of its brand, both in the US and internationally, including a new logo and new-look stores.
Depending 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. Some features include a comfortable lobby, open-area viewing of the food preparation process, including a step platform for children to see and the ability to order from a kiosk and track carryout orders electronically. The stores will also feature chalkboards to allow customers to "express their creativity" or to leave feedback for the store team members.
The chain added that some stores may also feature a number of "grab and go" items, such as salads, milk, cookies and mini dessert parfaits, in-store dining, and big screen televisions.
The design concept is complemented by a new, single-tile logo – marking a significant change in the branding of the 52-year-old company. The new logo will appear in Domino's marketing materials beginning in October.
"Everything started to come together in 2008, when we recognised the real need to change," said Russell Weiner, Domino's Pizza's chief marketing officer. "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. We began to interact with customers in innovative ways through technology, mobile devices and social media.
"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 recognisable," he continued. "We'd like to reach the point where we're as recognised as the Nike swoosh or the golden arches."
All new stores built in the U.S. and a number of countries around the world will feature the new logo and key components of the new design. The company will also only allow existing stores that have undergone major updates and re-modeling to use the new logo signage.
"The best way to signal that there's something new on the inside is to create something new on the outside," Mr Weiner added.
