Aug 14, 2012

News: Domino's Unveils New Logo and Store Design

Continuing their brand/pizza renovation, Domino's today unveiled a new, simpler logo and a new store design dubbed the "Pizza Theater."

The new logo goes the way of McDonald's and Nike with a simple red and blue domino tile that can be accompanied by text, but doesn't have to be.

The new store design brings more visibility to the pizza making process and comes with such available features (depending on square footage) as an expanded customer area (i.e. seating), grab-and-go items, and the option of ordering by kiosk.

New Logo
All new stores in the U.S. will feature the new logo and key components of the new store design. Also, only current stores that have undergo major updates and remodeling will be allowed to use the new logo signage (sounds like a press for franchisees to update their restaurants).
You can expect to see the new Domino's logo on ads and other marketing material starting in October.

The new logo isn't that much of a departure from the old one (shown below), but is cleaner and more simplistic while preserving the red and blue color scheme.

Old Logo
I like the idea of moving the pizza making where it's easy to see. My local Domino's used to have it front and center back when I was in elementary school and I would stand and watch, mesmerized, as I waited on my pizza. Sometimes, I would watch as I passed by on my way home from school. But then, they relocated and  pizza making was moved off to the side where it was harder to see. I wonder if they'll remodel and bring it back to the fore.


  1. I don't care much for the logo change. Stores can always look nicer, but I'm not sure about this concept. A lot of people order delivery or store pick-up (arriving close or when the pizza is done). In those case, this "pizza theater" isn't necessary. I have ordered pizza as a walk-in, but I don't stay at the store; I leave and return 12-15 min later (I bet many walk-ins do the same).

  2. And the desperation among the various food outlets; both fast-type and sit-down and have a server who expects a tip take your order, grab grub and other sundries then deliver it.

    "Hi, my name is Obbop and I will be your customer today."

    Some assuredly over-paid hack atop the corporate hierarchy banged heads with marketing types and number crunchers while hoping these lame attempts a "new and improved" or whatever results in increased income with some of that income allotted for bonuses and perhaps a promotion for the hack and maybe his/her/its cohorts, minions and lackeys.

    Do anything but actually to create the best tasting pizza possible and have the best done in various ways to maximize the pleasing of various palettes.

    Increased food costs and other costs will propel final products ever-upwards while many of the mass of humans undergo decreasing discretionary income.

    The Disgruntled One fears the recession that never went away will become a depression (as it HAS been for too many real people but the politicos and pundits have refused to use that term).

    Have a nice week.

  3. Yeah, I can see that, especially here in the U.S. where we tend to eat pizza at home. Still, if they're building a new store anyway why not have the pizza making in the front? I'm not sure if existing franchisees would see benefits to remodeling though.

  4. My local Domino's actually just remodeled the outside of their building, so it'll be interesting to see if they'll do it again so soon. As for the inside, there's barely any room to begin with (it's located at the end of a mini strip mall), so I can't imagine them implementing this "pizza theater" thing. It would be cool to see though, even though I hardly ever wait around inside the store (it'd be even more crowded in there if people actually did).

  5. This will be interesting since my nearest Domino's(3 towns over) doesn't even have seats, just a booth to wait. There's a wall between the back and cash registrar which I think is kind of impersonal. When you walk in there's only the cash registrar, booth and one very old poster. They have very good but extremly greasy food.

  6. I'm curious as to whether any of the Domino's around me will ever adopt the redesign as well... they're all just big enough to make pizza and take orders...

  7. I doubt they'd spring they cash so soon. All the Domino's I know are small too!

  8. Yep, I don't think the Pizza Theater idea will go over very well.


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