Domino's launches new logo, store design

Nearly three years after overhauling its pizza recipe, Domino's has launched a new logo and "Pizza Theater" store design.

The new logo debuts about a week after the company introduced the design in Australia.

Australasia CEO Don Meij described it as "cleaner, stronger and more modern" than the traditional diamond design. The logo was refreshed to match the company's evolution throughout the past several years, he added, and to reflect its new direction.

The new, single-tile logo marks a significant change in the branding of the 52-year-old company.

"Everything started to come together in 2008, when we recognized the real need to change," said Russell Weiner, Domino's Pizza 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."

He described the logo as "visually striking."

"We believe Domino's has become an iconic global brand that is instantly recognizable," Weiner said. "We'd like to reach the point where we're as recognized as the Nike Swoosh or the Golden Arches."

The new logo will appear in Domino's marketing materials beginning in October.

New stores include open-area viewing of preparation

Additionally, after years of development and concept testing, the Domino's Pizza "store of the future," as it's known by the company, will have pizza makers on display as they prepare customers' orders.

Depending on square footage availability, the new store design allows flexibility for a number of features not available at traditional Domino's Pizza stores. These 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 stores will also feature chalk boards to allow customers to express their creativity or to leave feedback for the store team members.

Also, some stores may feature a number of "grab and go" items, such as salads, milk, cookies and mini dessert parfaits. Other stores may include in-store dining and large flatscreen televisions.

Thus far, about 12 of these concept stores have been built across the country, including in Las Vegas and Gulfport, Miss.

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 remodeling to use the new logo signage.

Delivery vehicle of the future

As the company touts its new "store of the future," it's also preparing to design a new "ultimate delivery vehicle." As announced earlier this week, Domino's is asking consumers to help design its new delivery vehicle, and has launched a national television campaign to focus on the effort.

Domino's is partnering with Local Motors, a Phoenix-based open source, community-driven automobile designer and manufacturer. Design competitions began Monday, and consumers can submit a design idea by visiting – where they can take part in several stages of design competitions including exterior, packaging, interior and surfacing.

Domino's will give out more than $50,000 in prizes throughout the competition stages to consumers who submit ideas and designs.

"Part of the excitement of this campaign is that none of us is really sure how the design will end up, or what it will feature," Weiner said. "But one thing is for certain: we are always striving to get better – and while we are known as the delivery experts, we aren't stopping there when it comes to ensuring the best pizza delivery experience possible for our customers."

The national TV campaign highlights Patrick Doyle, Domino's Pizza president and CEO, riding along with and gathering direct feedback from current Domino's delivery experts during actual pizza deliveries.

"This may just be our ultimate 'Oh Yes We Did' moment and our national television campaign shows that this is not just a stunt," Weiner said. "With the help of Local Motors, car enthusiasts, Domino's fans and pizza lovers everywhere, we hope that our eventual prototype design is something that truly revolutionizes the Domino's experience for everyone."

Domino's began crowdsourcing for other new ideas in February with the launch of its Think Oven campaign, an online suggestion box located on its Facebook page. Think Oven's first project asked consumers to help the company improve team member uniforms.

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User Comments – Give us your opinion!
  • Grant Wellington
    Domino's... A company that will try everything other than make it's pizza's taste good. The problem with Domino's is, once ideas pass the corporate level arriving at the store level, everything falls apart. Domino's 'talks' a big game but can't back it up once outside of Ann Arbor. Minimum waged kids (15-20) attempting to prepare food from scratch supervised by managers that know very little themselves about the mechanics of food. They do OK with "assembling" sandwiches or putting pre-cooked chicken wings on a piece of foil but give them uncooked dough and things instantly fall apart. Plus, Domino's uses corn meal in preparation of most of it's food. Corn meal only works for corn muffins... Anything else, corn meal makes food taste bitter and rancid. There was a time when "hand tossed" meant exactly that and tossing expelled a good deal of that corn meal. Today, Domino's corporate has instructed the stores that the dough is not to be lifted from the preparation surface thus no longer "hand tossed" but rather "hand stretched"... My family no longer orders from our local Domino's. It's a disappointment EVERY time. Big bubbles in the crust, almost no cheese, scantly topped... Unless there's a special or you have a coupon, food at Domino's is $$$. Our family spends $3 to $4 extra dollars and orders pizza from an Italian Restaurant and has never been disappointed. Heck, a $5. from Little Caesars' is often better than a $14. from Domino's. The uniforms may look good but I don't think that's where the current focus needs to be for Domino's Pizza? Our family doesn't order food from places based on their uniforms...
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