"Some brands have to do these things when they're struggling, and we wanted to launch a refresh from a place of strength," Trumbull said. "There is risk, certainly, to doing anything, but there's a lot of risk to doing nothing. And I think if you're stuck or refusing to change because you're in a place of fear, I don't think you'll innovate."
"The company understands the risks of a massive aesthetic overhaul and is learning from the lessons of failed initiatives from other brands, Trumbull said. That means Domino's is rolling out its changes after conducting extensive market research. It plans to announce further changes - such as store refreshes or new menu items - after gauging the success of the initial launch."
Thirteen years after its previous update, Domino's completed a 20-month brand refresh as the world's largest pizza chain. The refresh introduces a new logo, font, brighter red and blue packaging colors, a jingle recorded by hip-hop artist Shaboozey, and new in-store employee gear. The company conducted extensive market research before rollout and found the refreshed branding improved consumer perceptions of vibrancy, boldness, fun, playfulness, and modernity. Leadership framed the refresh as a proactive move from strength, citing risk in doing nothing and lessons learned from other brands' failed overhauls. Additional changes such as store refreshes or menu items will follow based on initial results.
Read at Business Insider
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