Brand Research: No More 'Pizza' for Domino's Logo
Domino's have been doing a lot of re-branding from their marketing campaigns to their pizza recipes in the past few years (read about it here). Their efforts have increased sales and puts them as the second largest pizza chain in the United States. So if sales have been increasing, why are they changing their logo and store design?
Russell Weiner, Domino's CMO, says "We want to be a place that people feel comfortable in...[Domino's stores] are not the most welcoming." Since 30% of Domino's sales are from the pick-up business and customers are increasingly opting for pick-up than delivery it seems only natural for Domino's to appeal to their in-store customers. Some of the changes that will take place are open kitchens, big screen TVs, more seating, grab-and-go items like salads, and chalkboards where customers can give suggestions.
And with the slow economic recovery customers save money if they stop by after work or school and pick up the pizza rather than having to pay a delivery fee and tip! (I know I have)
As for the logo, Domino's wants to change their brand. They don't want to be associated as only a pizza chain, since they've added new additions to their menu other than pizza. Weiner says, "so much of our menu is beyond pizza right now that we feel like we're more than just a pizza place." Logo's are more difficult to brand especially if they've been around for a long time since consumers become attached and familiar with them. But Dominino's doesn't see their logo change as a problem because it's still highly recognizable (unlike some other brands re-design failures -- read about it here and here).
Keep in mind when revitalizing brands – In spite of a company’s best efforts, brands lose their way and equity can erode. Marketing research for brand can help to make sure you're on the right path to growth.
What do you think about their new logo and store concept? Have you opted more for pick-up than delivery over the past years?