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Domino's Pizza has new logo, hopes new restaurant design will spark more business

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X

XiaNaphryz

LATIN, MATRIPEDICABUS, DO YOU SPEAK IT
Domino's Pizza unveils new logo and restaurant design, new look is part of the pizza chain's ongoing brand repositioning:

Domino’s Pizza on Tuesday unveiled a new “store of the future” design and a reworked logo as the next step in the chain’s ongoing brand repositioning.

The new store design aims to put pizza front and center with a “Pizza Theater” format that will have “pizza-making artists” hand tossing dough and creating custom-made pies in front of guests — a move that may better position the brand to compete against a growing number of build-your-own fast-casual pizza concepts.

The new logo, however, doesn’t include any mention of pizza, just the simple red-white- and-blue, single-tile domino that company officials hope will become as recognizable as the Nike Swoosh or the Golden Arches.

The move is part of an ongoing effort to re-invent the pizza delivery brand, said Chris Brandon, a spokesman for Domino’s.

Over the past several years, Domino’s reformulated its core pizza recipe and has been working to revitalize sales with an expanded menu that this year has included a line of Artisan Pizzas and side items like Parmesan Bread Bites and Stuffed Cheesy Bread, and sandwiches.

“More than 80 percent of our menu is new or revamped since 2008,” said Brandon. “This is not so much a sign of what’s to come, but what we’ve already done.”

Russell Weiner, Domino’s chief marketing officer, said in a statement that 2008 was the year the company recognized a need to change.

“We began to expand our menu, develop a whole new recipe for our pizza and come up with new, breakthrough ways to talk about our brand with consumers. We began to interact with customers in innovative ways through technology, mobile devices and social media,” he said. “The next step in this process is to build the store of the future, featuring new store signage and a simple, visually striking logo — because we believe Domino’s has become an iconic global brand that is instantly recognizable.”

Nearly a dozen locations featuring the new look have opened, from Las Vegas to Gulfport, Miss., the company said. All new units to open in the U.S. and some international locations will have elements of the new design and the new logo.

Existing stores that undergo a major remodeling will be allowed to use the new signage. “The best way to signal that there’s something new on the inside is to create something new on the outside,” said Weiner.

Depending on square footage, the Pizza Theater stores may have a “comfortable lobby,” as well as an open view of the food preparation process, including a step platform for kids to watch their pizza being made.

Guests may be able to order from a kiosk and track their orders electronically. Stores may also feature a chalkboard to allow guests to express creativity or give feedback.

Units may also have a case with grab-and-go offerings, such as salads, cookies and milk, or mini-dessert parfaits. Some may also offer in-store dining space and big-screen TVs.

Brandon said one goal of the design revamp is to improve the customer experience as a growing number of guests pick up their pizzas. Currently, about 30 percent of guests pick up from Domino’s stores, a number that has grown in recent months in part because the chain has been promoting a $7.99 deal for a large pizza with three toppings, available for pickup during the week, said Brandon.

“People are starting to realize where their local Domino’s Pizza is located,” he said.

Domino’s, however, has struggled with negative order counts among U.S. stores despite positive same-store sales. For its June-ended second quarter, same-store sales in the U.S. rose 1.7 percent, reflecting gains of 1.9 percent at franchised locations and 0.3 percent at company-owned stores. International same-store sales rose 5.7 percent. A year ago, however, same store sales were up 4.8 percent domestically.

Ann Arbor, Mich.-based Domino’s operates 387 restaurants and franchises another 4,514 units in the United States, and it franchises 5,023 locations in more than 70 international markets.
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XbJXR.jpg


BtLdN.jpg
 
W

Wafflecakes

Member
lol.

Don't get me wrong. I actually like Domino's for what it is and the price they charge, but I can't see this increasing business.
 
W

WillyFive

Member
The new logo is clever but uncomfortably thin.

Is that picture of the new restaurant design? Because it's nothing special.
 
DietRob

DietRob

i've been begging for over 5 years.
I've started to like their NY "Brooklyn Style" for a cheap alternative to the NY Specialty place down the street.

Their food is leaps and bounds better than it was just 5 years ago.
 
V

Vyroxis

Banned
Their new pizza isn't bad, but their Philly pizza is a thing of pure pleasure. But it's nice that they are finally updating some of their stores. Most of them look like they were pulled straight from the 80s.
 
R

rekameohs

Banned
Their new pizza recipe is the best of the chain pizza places, but if you have a family owned pizza joint nearby, there's not much reason to go.
 
P

Prologue

Member
I use to eat their pizza a lot when I was younger. Ate a few slices a few weeks ago and felt like there were fireworks going in in my head. Just kept feeling pins and needles in my head.
 
S

Slayven

Member
Prologue said:
I use to eat their pizza a lot when I was younger. Ate a few slices a few weeks ago and felt like there were fireworks going in in my head. Just kept feeling pins and needles in my head.
Click to expand...

That was a stroke. Did you drink soda with the pizza?
 
N

NoRéN

Member
Ninja Scooter said:
Who wants to eat AT a dominos when they can just bring it to your house? People do this?
Click to expand...

I've also heard of Pizza Hut locations having buffets. I've never seeing any of these pizza places where you can dine in. Is it an East Coast thing? Middle America thing?
 
S

Slayven

Member
I could have saved them all that time and money. Just announce they are against Gay marriage or abortion. And let the money and free ads roll in.
 
S

Sanjuro

Member
NoRéN;41158533 said:
I've also heard of Pizza Hut locations having buffets. I've never seeing any of these pizza places where you can dine in. Is it an East Coast thing? Middle America thing?
Click to expand...

Pizza Hut is normally a actual restaurant. I think their modern deployment has made them more like Dominos/Papa Johns themed. Ever since I was a kid though, Dominos would always have a single booth or two for the people who wanted to eat uncomfortably in front of bored employees.
 
V

Victory Red

Member
Dominos has really stepped their game up. Pizza is better, still not as good as Pizza Hut. Cheesey bread is better. New Parmesan bites are delicious.
 
C

cashman

Banned
NoRéN;41158533 said:
I've also heard of Pizza Hut locations having buffets. I've never seeing any of these pizza places where you can dine in. Is it an East Coast thing? Middle America thing?
Click to expand...

I've eaten at pizza hut buffet in florida. It was awful
 
R

ReturnOfTheRAT

Member
Depending on square footage, the Pizza Theater stores may have a “comfortable lobby,” as well as an open view of the food preparation process, including a step platform for kids to watch their pizza being made.
Click to expand...

I'd like to see how exposed this process really is.
 
N

NoRéN

Member
Sanjuro Tsubaki said:
Pizza Hut is normally a actual restaurant. I think their modern deployment has made them more like Dominos/Papa Johns themed. Ever since I was a kid though, Dominos would always have a single booth or two for the people who wanted to eat uncomfortably in front of bored employees.
Click to expand...
lol. How awkward.
cashman said:
I've eaten at pizza hut buffet in florida. It was awful
Click to expand...

Sorry to hear that. Still, never seen one over here.
 
D

Dishwalla

Banned
NoRéN;41158533 said:
I've also heard of Pizza Hut locations having buffets. I've never seeing any of these pizza places where you can dine in. Is it an East Coast thing? Middle America thing?
Click to expand...

Are you serious? Pizza Hut was well known as a sit down restaurant, for their salad bar, and most importantly for the arcade games they had in the lobby. If you never got to experience this, then you missed out.
 
E

Eric C

Member
Slayven said:
I could have saved them all that time and money. Just announce they are against Gay marriage or abortion. And let the money and free ads roll in.
Click to expand...

The old Dominos already did that... like 20+ years ago.

If Domino's Pizza founder Thomas S. Monaghan has his way, a new town being built in Florida will be governed according to strict Roman Catholic principles, with no place to get an abortion, pornography or birth control.
Click to expand...

In 1989, the National Organization for Women (NOW) called for a boycott of Domino's because of his views, but it is unclear what effect, if any, that had on the company's sales.
Click to expand...

Thomas S. Monaghan sold his controlling stake in Domino's Pizza in 1998 to Bain Capital, an investment firm based in Boston, for an estimated $1 billion.
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And yeah, I didn't notice what was different with the new logo until I saw the old one posted. From my memory it looked the same to me.
 
P

Pimpwerx

Member
Their pizza has improved tremendously over the years, and they have a nice online rating system. I really like their pizza bread, actually. Still, their bad reputation from the past combined with greater competition in the market means they'll have a fight on their hands. PEACE.
 
K

Koopakiller

Banned
logo looks alright, though I don't think red and blue are very complementary as colors

I'd go there more often if they had a well-done option on their website, like papa johns has. while I like the buttery taste of the new crust, it's almost always half-baked, which ruins it for me
 
T

The Technomancer

card-carrying scientician
Sanjuro Tsubaki said:
Pizza Hut is normally a actual restaurant. I think their modern deployment has made them more like Dominos/Papa Johns themed. Ever since I was a kid though, Dominos would always have a single booth or two for the people who wanted to eat uncomfortably in front of bored employees.
Click to expand...

Yeah, Pizza Hut was definitely more of a restaurant when I was a kid. I remember it was one of those "family treat" meals that would happen once a year or so.
 
S

SSGMUN10000

Connoisseur Of Tedium
Their new pizza is pretty darn good. They add this garlic type seasoning to the crusts which to me makes it taste better. It was pretty bland before that. Since they redid their pizza not too long ago business has been pretty good for them. I was looking at there stock a few years ago and it has more than doubled since then. One thing that needs a revamp is that deep dish. Its just one big thick piece of bread. It has not changed from when I worked there 15 years ago.


Oh and I have been to one of there new stores. The one by my job was relocated to a new location and it was a prototype or so I was told. Needless to say the new location is closer to work and it has not been kind to my waistline.
 
R

Ra\/en

Member
I think they should focus on making the pizza less disgusting.


That being said, I like the design of the restaurant in the picture.
 
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