Domino’s is one of the most recognised brands. In Australia, the business has grown to hundreds of stores and millions of customers by focusing on three things: value, convenience and speed. However, in an increasingly crowded category with consumers spoilt for choice, it is taking a fresh look at its brand and turning up the dial.

Dewald DuPlooy, ANZ chief marketing officer, explains what sparked this evolution.

“We weren’t looking to move away from what has made Domino’s successful. We wanted to evolve the brand so it continues to feel relevant to the next generation of customers,” Dewald says.

“We wanted to give people more reasons to choose Domino’s beyond convenience and value. That meant putting the food, the personality of the brand and what makes Domino’s different at the centre.” 

One of the biggest drivers for change was the shift in what consumers expect from fast-food brands.

“Convenience has almost become the price of entry in quick-service restaurants,” Dewald says. “People expect ordering to be easy, food to arrive quickly and the experience to be reliable.”

He says value still matters, but customers also expect food they want to come back for, new products and a brand with a point of view. 

A bolder, irreverent Domino’s

Consumer research also helped shape the new brand direction.

“We heard something simple through the research: Domino’s has a unique ability to please a lot of different people in one order. When you’re feeding a family, a group of mates or an office, everyone can find something they want. That insight became an important part of resetting the brand story around Domino’s as the ultimate people pleaser,” Dewald says.

The refreshed brand has a bolder personality and a more irreverent tone of voice. Visually, the identity has also been refreshed, with a much stronger focus on making the food look irresistible. 

“The new visual approach celebrates the real enjoyment of eating pizza, making the food look more craveable, authentic and irresistible,” Dewald says.

But this is much more than a campaign. The change will extend beyond advertising into products, partnerships, social, PR and the customer experience.

“We’re not changing the fundamentals people already love about Domino’s – convenience and value. We’re adding more personality and connection, making the brand more craveable,” Dewald says.

One concept, built to adapt

Drop Everything* It’s Domino’s is the platform that ties everything together.

The launch campaign establishes the brand idea across TV, out-of-home advertising, digital and social. The idea will show up through PR, activations, cultural moments, partnerships, and product launches throughout the year. 

Take the return of the 16-inch New Yorker pizza. 

“We brought it back around the start of the NFL season and gave the campaign a distinct New York feel, while keeping it clearly connected to the Drop Everything world,” Dewald explains.

“That’s how we want the platform to work longer term: one distinctive Domino’s idea that can adapt to different products, audiences, or occasions.”

The New Yorker is a good example of menu innovation: it’s big, bold, hand-stretched, and visually distinctive. 

“It’s a product that gives people a reason to take another look at Domino’s and creates something we can get people excited about,” Dewald adds.

“We’re looking for innovation that is visually distinctive and culturally relevant, whether that’s new products, limited-time offers or strategic partnerships.”

Keeping the basics, adding desire

Domino’s will continue to look at product innovation alongside partnerships with brands like Coca-Cola and Nutella, and more unexpected collaborations such as the one with Pistachio Papi.

The goal is to create products people genuinely want to eat and talk about, while maintaining the elements that customers expect from Domino’s.

“Great marketing can create the craving, but the experience ultimately has to deliver on it. That means hot, fresh, great-tasting pizza, made well, and delivered quickly and reliably.

“So while consumers will see a fresher, more expressive Domino’s, there’s a very simple operational idea underneath it: make great pizza, deliver a great experience and give people a reason to come back.”

These fundamentals also matter to franchisees. A stronger brand helps franchisees by bringing more customers into stores and encouraging repeat visits. 

“That alignment is important. When the brand promise and the store experience reinforce each other, that’s when we create sustainable growth for both the brand and our franchisees,” Dewald says.

“Ultimately, it’s about creating a more distinctive and desirable Domino’s brand for the long term. We’ve built a strong business on convenience and value, and this evolution adds more personality and emotional connection. 

“If we get that right, we’re giving people more reasons to keep choosing Domino’s in the years ahead,” Dewald says.