Domino’s Unveils First Rebrand in 13 Years, Aimed at Thrifty Consumers
US-based Domino’s has announced its first brand refresh in over a decade. The new packaging, launched last month, brings a vibrant colour palette, a black-gold colour scheme, and bolder typography — a noticeable departure from what customers have seen for years.
According to The Wall Street Journal, Domino’s Chief Financial Officer, Sandeep Reddy, acknowledged that while the company has not made many updates in recent years, consumer habits have shifted. Economic pressure is keeping more people at home rather than eating out, and restaurants — particularly on the West Coast — are feeling it. Fast food consumption has dipped by 2.4% this year, and overall restaurant visits have decreased by 1.6% across the United States.
Even so, Domino’s has held its ground. Total sales rose by 6.2% in the three months leading up to September, compared to the same period last year. A pizza with unlimited toppings priced at $9.99 has been one of the offers drawing customers in.
Anticipated Changes Coming to Iceland
Iceland is likely to follow suit. Steinar B. Sigurðsson, managing director of Domino’s Pizza in Iceland, told Viðskiptablaðir that the updated look will probably reach Iceland once it has proven itself in the U.S.
“We might not follow the same timeline as the U.S., but historically, Domino’s has introduced changes domestically before rolling them out to international chains,” Sigurðsson explained. Staff in Iceland are already looking forward to it. “It looks fantastic — both fresh and fun. We expect these changes to arrive sometime next year.”
The rebrand is clearly aimed at a younger, more cost-conscious crowd. Whether it translates just as well to Icelandic customers remains to be seen — but going by the reaction so far, Domino’s seems confident it will.
