Abstract

The case discusses Domino’s brand refresh initiative of 2025 and examines how the well-known global pizza chain refreshed its brand to remain relevant in a changing consumer and competitive Quick Service Restaurant (QSR) market. The brand refresh focused on renewing the brand’s visual identity and communication style, while retaining core brand elements to protect existing brand equity. The case also discusses the response of industry analysts and customers to the refresh. With rising competition and evolving consumer expectations in the food delivery market, will the Domino’s brand refresh be adequate to build stronger engagement with younger consumers and ensure long-term loyalty and sustainable growth remained to be seen.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the difference between rebranding and brand refresh
• Explain the reasons behind the rebranding of mature brands
• Analyze the key components of a brand refresh
• Evaluate how a brand refresh ensures renewed brand identity, enhanced brand recall, and improved customer engagement
• Design a brand refresh strategy for a maturing QSR brand

Keywords

Brand refresh; Brand reinforcement; Brand revitalization; Brand life cycle; Brand recall; Elements of a brand refresh; Renewed brand identity; Domino’s; QSR market; Pizza chain,Brand management; Rebranding Vs Brand refresh; Mature brands; Brand identity; Brand loyalty