Domino’s is refreshing the brand with new colors and an updated tone

For the first time in more than a decade, Domino’s Pizza It is revamping its brand.

As part of the chain’s “hungry for more” strategy, it will update its color scheme, implement a bolder typeface and graphics and launch new music as well as brighter packaging and a new name-tone.

Over the coming months, the changes will be implemented across the U.S. and several international markets, affecting Domino’s ordering app, packaging, printed materials, in-store graphics, team member uniforms and the Domino’s website, the company announced Wednesday.

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While companies typically rebrand themselves when they face difficulties, Domino’s is doing so after “years of category-defying growth,” said Kate Trumbull, chief global marketing officer at Domino’s.

“This update is about continuing to push to be the best version of ourselves,” Trumbull said.

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However, the company’s plans to refresh the 64-year-old brand come as Cracker Barrel faces ongoing fallout From her ill-fated effort To update its logo and restaurant interiors for a more modern look. The move sparked intense backlash, a sharp drop in stock value and an eventual reversal.

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Jordan Lee, a brand strategist and media relations specialist at the Public Relations Group, told FOX Business that Cracker Barrel’s downfall occurred because it separated from its roots and customers in their quest to modernize.

Conversely, while Domino’s also seeks to modernize its brand, it has “figured out how to modernize without alienating,” Lee said.

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Domino’s avoids this trap by protecting… Customers trust semantics “The logo, the name, the focus on pizza first — with increased energy in the places that matter — this new song will grow on people,” Lee said.

He admitted to me that any time an iconic brand is updated, there is a risk. First, if there’s too much change, the company can overwhelm your most loyal customers, Lee said. What’s more, he added, “Miss the tone, and you’ll feel like you’re chasing trends rather than setting them.”

Domino’s avoids both of those things by maintaining its core identity, Lee said. For example, the logo is still recognizable and its pizza remains front and center.

“By modernizing in ways that enhance brand recognition rather than break it, Domino’s maintains its edge while protecting the equity it has built over decades.”

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Robbie Vorhaus, a crisis and brand communications strategist, told FOX Business that the rebranding “reflects Domino’s intuitive understanding that the next wave of consumers — Gen Z and Gen Alpha — want brands that are timeless and modern.”

Domino’s has also become a dominant player in the sector with its revenues and market capitalization at least 10 times those of Cracker Barrel, according to Vorhaus.

The pizza chain has a market cap of $14 billion, compared with about $932 million for Cracker Barrel as of Wednesday afternoon.