Domino’s is undergoing a significant rebranding strategy to cater to the needs of Generation Z in India, aiming to make pizza the go-to snack for all occasions, a bold move that goes beyond a mere facelift.
Two decades ago, pizza in India was a luxury, a treat for special occasions. But times have changed, and so have eating habits. Recognizing this shift, Domino’s, a household name with a 28-year legacy in India, has launched its comprehensive “It Happens Only With Pizza” campaign. This 360-degree marketing blitz aims to cement pizza’s place as an everyday snack and put Domino’s at the forefront of Gen Z’s minds.
Central to this rebranding is a slew of changes. First, Domino’s delivery boxes have undergone a creative overhaul. Conceived by Elephant Design, these boxes now illustrate a variety of occasions, symbolizing the versatility of pizza in everyday life. The campaign also includes a catchy new anthem and an eye-catching 3D billboard at Delhi’s Select CityWalk, reinforcing the brand’s innovative approach.
But the transformation doesn’t stop there. Domino’s restaurants themselves are getting a makeover. As part of the new ACE 2.0 store format, outlets will feature engaging artwork, revamped menus, and furniture that’s more about comfort than function. This change responds to the post-pandemic consumer trend where dining out is not just about food but an experience of bonding and enjoyment.
Understanding the importance of quick service, Domino’s is introducing a 10-minute service guarantee for dine-in customers, a step up from their renowned 30-minute delivery promise. This move shows their commitment to not just quality but also efficiency, a key factor for the fast-paced Gen Z crowd.
The campaign also embraces the digital era, heavily leveraging online platforms and television. Recognizing the influence of social media, influencers play a pivotal role in this strategy, connecting with Gen Z on platforms where they are most active.
This rebranding exercise isn’t just about staying ahead of rivals like Pizza Hut or other fast-food giants. It’s about reinventing the relevance of pizza in daily life. Domino’s understands that to remain a market leader, especially in a country with over 1,888 stores across 397 cities, it must evolve with its customers.
In essence, Domino’s India is not just selling pizza; they are selling an experience, a moment, an emotion. Through this rebranding, they aim to become synonymous with joyous occasions, big or small, for the young and young at heart. Domino’s new look and approach is a testament to their understanding of the changing consumer landscape and their willingness to adapt and thrive in it.
