Domino’s is planning to drop its name from the logo across its 805 stores in the UK. The iconic red and blue colours of the brand will be retained along with the domino game piece. The move is seen as the new-found confidence of Domino’s being comfortable in its own skin with no need for the brand to tell anyone that it sells pizza.
As part of its new look, Domino’s is also revamping layouts, in-store promotions and menus into a 1950’s style Americanised look. The remodelled store design aim to bring more visibility to the pizza making process along with providing an expanded customer area.
The overhaul is part of a global refresh of the brand, which first began in the US in October 2012. It also marks the first major update to the brand in 15 years. Domino’s is working with Iris Worldwide on the UK revamp.
Reports suggest that Domino’s move is also prompted by the rival Pizza Hut’s £20 million push to increase its share of the pizza delivery market.
