Domino’s India has decided to enter 2024 with a new look and has embarked on a comprehensive rebranding strategy. Intending to make pizza the ultimate go-to snack for all occasions, the renowned quick-service restaurant giant is rolling out a multi-faceted campaign, signalling a significant shift in its approach and image. The new campaign and the box packaging are Gen Z-approved too.
Evolution of Pizza in India
From being a special treat two decades ago, pizza has now become a delicacy enjoyed by Indians more frequently. Recognising this shift in consumer behaviour, Domino’s is on a mission to elevate the status of pizza as the go-to snack, accessible at any moment or event.
Targeting the Next Generation
With their ‘It Happens Only With Pizza‘ campaign, Domino’s is strategically targeting Gen Z, acknowledging their increasing disposable income and growing influence in dining-out choices. They are seeking to highlight the importance of resonating with this demographic, agreeing with their influence on the dining-out sphere.
A Comprehensive Rebranding Effort
Despite its longstanding presence and widespread recognition in India, Domino’s is initiating a bold rebranding strategy. This includes a revamped visual identity, encompassing redesigned delivery boxes, revamped restaurants, and a fresh take on the brand’s iconic blue attire for delivery personnel.
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Redefining Occasions with Pizza
The campaign’s centrepiece is a 60-second anthem showcasing various everyday moments – from startup brainstorms to family gatherings – aiming to connect with both Gen Z and millennial audiences. This move emphasises Domino’s aspiration to integrate pizza into diverse occasions beyond traditional meal settings.
Rivalry and Relevance
When questioned about the rebrand’s intent in the face of competitors like Pizza Hut, McDonald’s, and Burger King, the leadership at Domino’s India clarifies that their primary focus lies in establishing pizza’s relevance across a multitude of occasions rather than solely competing on price or value offerings.
Balancing Delivery and Dine-in Experience
Despite the dominance of delivery consisting of around 60%, Domino’s is refurbishing its restaurants under ACE 2.0, prioritising store ambience and customer experience. The revamped spaces feature captivating artwork, new menus, and a 10-minute service guarantee for dine-in customers.
The Impactful Packaging
A significant highlight of the rebranding effort is Domino’s new delivery boxes, conceptualised and designed by Elephant Design, the pioneers of creative designs. These boxes aim to associate specific occasions with pizza consumption, serving as a visual cue for consumers to order a pizza for each.
Digital Amplification and Influencer Collaboration
In the coming days, the campaign’s reach will be amplified through extensive digital and television coverage, with influencers playing a pivotal role, especially among Gen Z. Additionally, impactful branding elements like 3D billboards and the brand’s delivery fleet are utilised as moving media touchpoints.
Domino’s ambitious rebranding strategy in India signifies a bold step toward not just selling pizzas but embedding them seamlessly into the fabric of everyday life. By focusing on diverse occasions, revamping its outlets, and leveraging innovative branding, the pizza giant aims to solidify its presence in the hearts and minds of Indian consumers.
