Restaurant India News: Domino's Pizza Unveils First Brand Refresh in Over a Decade With New Logo and Jingle

Domino’s Pizza unveiled a major brand refresh, its first in over a decade. The rebrand introduces a brighter color palette, bold new typography, refreshed graphics, updated music, vibrant packaging, and a catchy new jingle. The rollout will take place across the U.S. and several international markets in the coming months.

The new look will feature across Domino’s app, website, packaging, print materials, in-store design, and team uniforms. Domino’s Global CMO, Kate Trumbull, said the refresh reflects the brand’s evolution and was driven by strength, not necessity.

"This refresh is about continuing to push to be the best version of ourselves," Trumbull said. She noted companies typically rebrand when struggling, but Domino's is doing so after "years of category-defying growth.

The 64-year-old pizza chain's modernization effort contrasts with Cracker Barrel's recent logo and interior refresh, which generated significant backlash, stock decline and eventual reversal.

Jordan Lee, a brand strategist and media relations specialist at The PR Group, attributed Cracker Barrel's difficulties to disconnecting from its customer base.

"Domino's is avoiding that trap by protecting the signifiers customers trust, the logo, the name and the pizza-first focus, while turning up energy in places that matter, and that new jingle is going to grow on people," Lee said. He noted risks inherent in refreshing iconic brands, including potential customer confusion from excessive changes.

"Miss the tone, and you feel like you are chasing trends instead of setting them," Lee added.

The rebrand retains Domino’s iconic logo and keeps pizza at the heart of its identity, while refreshing the brand’s visual and audio cues for a modern audience. Aimed at connecting with younger consumers, the update reflects Domino’s awareness of evolving tastes. Brand strategist Robbie Vorhaus noted that the refresh shows Domino’s intuitive grasp that the next generation; Gen Z and Gen Alpha want brands that feel both timeless and current.

According to Vorhaus, Domino’s financial strength reinforces this move, with its market capitalization recently hitting $14 billion which is more than ten times that of Cracker Barrel, which stands at around $932 million.