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Domino's Removes 'Pizza' From Its New Logo

Old logo, new logo.
Old logo, new logo.
Photo: AdAge

Domino's is getting a makeover: the faux artisanal pizza chain will replace its current compact diamond-shaped logo with a more linear one that no longer includes the word "pizza." Do they no longer want to be associated with pizza? Domino's chief marketing officer Russell Weiner told AdAge, "So much of our menu is beyond pizza right now that we feel like we're more than just a pizza place." Things on Domino's menu that are not pizza: Pasta, chicken wings, sandwiches, stuffed cheesy bread, bread bites, bread sticks, cinnamon bread sticks, and chocolate lava cake. So, many things that involve dough and/or sauce. (Hey, they're not the only chain going that route.)

Anyway, sometimes it will appear with the text and sometimes it will just be the Domino image. This is the first time the logo has been redesigned in about 15 years.

Some locations are also getting a style update as Domino's has seen a huge bump in pickup orders, which now comprise 30% of all orders. They're not going to let you eat there quite yet, but "about a dozen" concept stores will get "open kitchens...big-screen TVs, kiosks where customers can place their orders, comfortable seating, a counter for grab-and-go items such as salads, and chalkboards where customers can leave suggestions."

And they're not just talking suggestions about the pizza: Domino's has also launched an "Ultimate Delivery Vehicle" contest in which they solicit suggestions from their customers for a custom-built delivery vehicle. Visions of hovercrafts, right this way. Here's an ad for the delivery vehicle contest, as well as a press release.

Video: Domino's Ultimate Delivery Vehicle Contest

Domino's Pizza Reinventing Itself on the Road, Asking Consumers to Help Design the Ultimate Delivery Vehicle

ANN ARBOR, Mich., Aug. 13, 2012 /PRNewswire via COMTEX/ --After pioneering pizza delivery with innovations such as the Heatwave Bag, corrugated pizza box, magnetic car topper and Domino's Tracker(TM) - Domino's Pizza (NYSE: DPZ) is looking to revolutionize delivery once again.

Beginning today, the recognized world leader in pizza delivery launches a national campaign as unique as anything in its proud 52-year history, asking consumers to contribute to a whole new pizza delivery experience by helping design the Ultimate Delivery Vehicle.

In an unprecedented move, Domino's will launch the first national television campaign around consumers designing a pizza delivery vehicle - from the wheels up. Domino's and its delivery experts cover 10 million miles each week in the U.S. alone, and join consumers and car enthusiasts in the excitement and intrigue of what the Ultimate Delivery Vehicle could eventually become.

"Part of the excitement of this campaign is that none of us is really sure how the design will end up, or what it will feature," said Russell Weiner, Domino's Pizza chief marketing officer. "But one thing is for certain: we are always striving to get better - and while we are known as the delivery experts, we aren't stopping there when it comes to ensuring the best pizza delivery experience possible for our customers."

Domino's is partnering with Local Motors, a Phoenix-based open source, community-driven automobile designer and manufacturer. Design competitions begin today. Consumers and enthusiasts can submit a design idea by visiting - where they can take part in several stages of design competitions including exterior, packaging, interior and surfacing. Domino's will be giving out more than $50,000 in prizes throughout the competition stages to consumers who submit ideas and designs.

"The Local Motors Community of over 18,000 enthusiasts, established in the principles of open source and co-creation, generates vehicles of the future," said Jay Rogers, Local Motors CEO and co-founder. "We are excited to partner with Domino's Pizza to design a worldwide, game-changing delivery experience for its customers by co-creating the Ultimate Delivery Vehicle."

The national TV campaign, beginning today, highlights Patrick Doyle, Domino's Pizza president and CEO, riding along with and gathering direct feedback from current Domino's delivery experts during actual pizza deliveries.

"This may just be our ultimate 'Oh Yes We Did' moment and our national television campaign shows that this is not just a stunt," said Weiner. "With the help of Local Motors, car enthusiasts, Domino's fans and pizza lovers everywhere, we hope that our eventual prototype design is something that truly revolutionizes the Domino's experience for everyone."

For more information on the Ultimate Delivery Vehicle and its design competitions, visit or

· Domino's Revamping Stores, Drops 'Pizza' From Logo [AdAge]
· Domino's Pizza Reinventing Itself on the Road [Press Release]
· All Domino's Coverage on Eater [-E-]