Domino’s Unveils New Brand Platform and a Bold New Era of Craveability

Domino’s Australia is putting craveability front and centre with a new long-term brand platform, the return of its supersized New Yorker range, a major Coca-Cola partnership and a series of New York-inspired activations set to hit Sydney.

Domino’s Australia has unveiled a major evolution of its brand as it shifts towards a more crave-led strategy across its Australian and New Zealand business.

At the centre of the transformation is a move from function to feeling, with Domino’s putting greater emphasis on great-tasting food, personality and the simple joy of sharing pizza.

Australians will see the change extend well beyond a new advertising campaign. The strategy will influence products and partnerships, customer experience, innovation, advertising and the way Domino’s shows up in culture, while maintaining the convenience, connection and value the brand is known for.

Leading the transformation is a new long-term brand platform, ‘Drop Everything It’s Domino’s’™*.

Developed in partnership with Bureau of Everything, the platform is based on a simple and familiar idea: when Domino’s arrives, whatever else you were doing suddenly becomes a little less important.

The laptop closes, the group chat goes quiet, the movie gets paused and the pizza box opens.

Domino’s Australia & New Zealand Chief Marketing Officer Dewald Du Plooy said the platform is designed to capture that moment while giving the brand greater freedom to have fun and connect with consumers in culturally relevant ways.

“There’s a moment when Domino’s arrives where whatever was happening before suddenly doesn’t seem quite as important. Someone opens the box, everyone moves in and the rest can wait,” Du Plooy said.

“‘Drop Everything* It’s Domino’s’™ is about owning that feeling. We want to remind Australia and New Zealand that Domino’s is the ultimate people pleaser, hot, fresh, fast and able to crush a whole lot of different cravings in one order.”

Domino’s Head of Brand and Campaigns Teneille Papp said the approach has deliberately been developed as a long-term platform rather than a single campaign.

“In a market this crowded, cutting through takes a platform, not a campaign, built to flex across everything we do while staying unmistakably Domino’s,” Papp said.

Supersized New Yorker returns

The first major product to bring the new strategy to life is the return of the Domino’s New Yorker range, which has launched nationally.

At 16 inches, the New Yorker is the biggest pizza on the Domino’s menu and features hand-stretched dough, premium toppings and giant foldable slices inspired by classic New York-style pizza.

The range includes five pizzas: The Big Cheese, Pepperoni Boss, Hot Honey Pepperoni Boss, Little Italy and Bacon Kingpin.

The New Yorker relaunch provides an immediate example of Domino’s renewed focus on food and craveability, with the brand encouraging Australians to grab a giant slice, fold it and get stuck in.

Domino’s welcomes Coca-Cola

The transformation also extends to what customers drink with their pizza, with Coca-Cola becoming Domino’s new drinks partner across Australia and New Zealand.

The partnership brings two of the world’s most recognisable brands together across the Domino’s experience and marks a significant evolution of the pizza company’s beverage offering.

It is another part of Domino’s strategy to make the entire pizza occasion more craveable, from the first slice to the last sip.

There is also more product news to come, with Domino’s preparing to unveil a new sweet collaboration this Wednesday aimed at dessert lovers.

New York comes to Sydney

Domino’s is also taking its New Yorker launch beyond the pizza box and onto the streets of Sydney.

On Thursday 17 September, an iconic yellow New York-style cab will be transformed into a Domino’s New Yorker delivery vehicle and make its way across some of Sydney’s most recognisable locations.

The cab will make special deliveries throughout the day, while Sydneysiders will have the opportunity to score free New Yorker pizza and Coca-Cola at select stops.

Domino’s will reveal where the cab is pulling up and how people can get involved through its Australian social channels.

The New York takeover will continue the following week.

On Thursday 24 September, Domino’s will host a free New York-inspired Block Party in Sydney, bringing together DJs, entertainment, giveaways and plenty of New Yorker pizza.

The event will be open to the public, with further details on the location and how to attend to be announced through Domino’s Australia’s social channels.

Together, the new platform, New Yorker relaunch, Coca-Cola partnership and Sydney activations provide the first glimpse of how Domino’s plans to translate its new crave-led strategy from advertising into real-world experiences.

For Domino’s, the ambition is to build a brand that retains the convenience and value Australians already know while bringing more personality, craveability and cultural relevance to the table.

And with more product news and activations still to come, the pizza giant is only beginning to show Australians what ‘Drop Everything It’s Domino’s’™* looks like in action.