Marketing in the news
MARKETING IN THE NEWS: DOMINOS
I chose to write about this article because I like Dominos pizza and have lots of positive memories surrounding the brand. I also think companies rebbranding is always an interesting change to follow, and see the effects of over time.
Dominos Pizza, a well known name in the fast food industry, is modernizing their branding and sound, which includes adding brighter colors, a new signature font, special boxes for a more "premium" feel, and even a new jingle to emphasize the "mmm" in the middle of Dominos, along with popular music artist Shaboozey. These changes come from the company's " hungry for MORE" strategy, as they refer to it, a strategy used by them to constantly think about what more they can be doing to improve on their already successful franchise. If I were to break the article down to three key takeaways, they would be
- Dominos considers themself a tech company that happens to sell pizza
- Dominos is rebranding to appeal to a younger audience
- Dominos has a mindset of constantly thinking about how to improve, which drives its success in the fast food industry
Dominos' value proposition, according to their website, is in its Fast, efficient delivery system, and the convenience of hot and ready pizzas already in store. They even have an interactive app which you can use to track the stages of your pizza being made, and its location on a map, which in my opinion is a genius idea to set them apart from other pizza companies.
The relevance of this article is that Dominos is changing not their advertisements, but their actual branding and packaging to appeal to a newer generation, an Idea I have not seen widely used, as marketing changes by other companies, like Subway, involve changes in Tv or online ads, but their packaging has been the same for as long as I can remember. In terms of what I like and dislike, I think creating a jingle with a trending artist is a decent way to create brand recognition, because it's something that sticks in the back of your head. I also like the more "premium" packaging for special items. I have seen the new packaging in person and I like the change. Overall, I think this was a good marketing solution, as it added a lot without losing anything that would cause loyal customers to be upset. I like that they are creating their own "Cravemark" which is what they call the jingle, but I don't think that simply introducing a 4 second jingle that doesn't even mention Shaboozey is enough for people to connect the celebrity and the brand together. What I would do differently as their brand/product manager would be to change more than just packaging, I would introduce celebrity-themed menu items, and do celebrity meal specials, like what Mcdonalds did with the Travis Scott meal, or the J Balvin meal. These proved wildly successful to entice a younger crowd for Mcdonalds, another popular company who wasn't losing customers but simply wanted more. From reading the article, I learned that food businesses are also tech companies in disguise, always trying to innovate and improve public image of their brand.
Link to the article:Inside Domino’s first refresh in a decade — including its ‘cravemark’ | Marketing Dive
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