Domino's Revamping Stores, Drops 'Pizza' From Logo

In a move that signals changing consumer behavior, Domino's is revamping its logo and its stores to appeal more to the increasing number of consumers picking up their pizzas.

Russell Weiner, Domino's chief marketing officer, said that Domino's pick-up business has been increasing in recent years, now accounting for about 30% or its sales. Just a few years ago, he said, 80% to 90% of the chain's business was delivery. And since so many more costumers are opting for pick-up, "we want to be a place that people feel comfortable in," said Mr. Weiner. Domino's stores "are not the most welcoming."

He added that the store and logo redesign are the next step in the chain's ongoing effort to revamp its business. Several years ago, Domino's said that its pizza was not good, and in late 2009 and early 2010, introduced its revamped pizza along with a marketing campaign to promote it. Mr. Weiner credited the marketing with helping to change the brand. "A lot of what has helped transform this brand is the ad campaigns. We wanted to bring that into our design." Domino's agency is MDC Partners' CP&B. Read More