After 45 years as the undisputed king of pizza delivery, Domino's storefronts were models of efficiency. But when research showed that 30% of customers were visiting the stores, Domino's ordered up a global re-image. A key aspect of the new design was addressing consumer perceptions that Domino’s shipped pizzas frozen from HQ. Tesser’s fresh design opened up "sight lines" onto key vantage points. Customers can now see their pizza stretched, sauced, topped, and taken from the oven piping hot--creating both appetite appeal and an improved quality perception. A retail-oriented menu board drives meal combo sales, increasing overall check. Sales are up: it's a big win, any way you slice it!


Project scope included:

STRATEGY
IDENTITY
RETAIL DESIGN
COLLATERAL