The Impact of Dominos Rebranding on GenZ

The Impact of Dominos Rebranding on GenZ

Author Name : Sheenam Ghai, Dr. Ruchika Nayyar

ABSTRACT The influence of Domino's Pizza's rebranding initiatives on Generation Z (Gen Z) consumers is examined in this study, with particular attention paid to shifts in consumer behavior, brand perception, and market involvement. Recent years have seen Domino's embark on a rebranding push with a new Tagline (“It happens only with pizza.") and redesigned packaging design in an effort to appeal to younger consumers, particularly Gen Z. Born between the middle of the 1990s and the beginning of the 2010s, Generation Z is a significant consumer group recognized for their varied tastes, emphasis on authenticity, and use of technology. Determining the success of Domino's strategic marketing initiatives requires an understanding of how the rebranding appeals to this particular audience. A mixed-methods technique is used in this study to combine quantitative analysis with qualitative findings. Focus groups and in-depth interviews are two examples of qualitative approaches used to investigate Gen Z's opinions, attitudes, and experiences with Domino's post-rebranding. Surveys and data analytics are used in quantitative approaches to track changes in Gen Z customers' brand awareness, customer happiness, and buying behavior.