#Japan #Tokyo #Domino's Pizza #M-1 Champion #TakoRō

Domino's Pizza Brand Revitalization Event

On June 23, 2026, Domino's Pizza Japan, led by CEO Dieter Habel, held a brand revitalization press conference at the Domino's South Magome store in Tokyo. The event celebrated the brand's first major update in 14 years, launching on June 29, 2026, alongside new business strategies aimed at reinforcing their market presence. To liven up the occasion, the 2025 M-1 Grand Prix champion comedy duo TakoRō (Hiroshi Akagi and Kimura Band) joined the event as special guests.

During the event, the representatives unveiled the new brand message, "Because you love it, right?" and emphasized the importance of revamping the brand based on customer feedback. CEO Dieter Habel conveyed that this change isn’t merely cosmetic; it focuses on creating a brand that resonates deeply with customers’ desires in a modern context. "We believe that pizza has a special power to bring smiles and happiness to everyone. That's why we want customers to indulge whenever and however they choose. Domino's Pizza will strive to respond to these genuine feelings moving forward," he asserted.

The strategy for revitalization, termed the “Brand Reinforcement Strategy,” is outlined in three pillars, addressing the need for design evolution, enhanced taste, and improved customer experiences:

1. Selected Brand Design

This segment introduced the new advertising campaign and brand logo, with a strong emphasis on making delicious pizza visually appealing. The aim is to evoke an instinctive desire in customers to say, "This looks tasty!" right at first glance.

2. Enhanced Deliciousness

The announcement included a major overhaul of pizza offerings, increasing cheese volume by 20% across nearly all products, and topping off the crusts with additional cheese and toppings. This also introduced new regular menu items like "World Cheese" and "All-Star Meat BBQ" while maintaining their commitment to handmade quality, a cornerstone of Domino’s long-standing brand values.

3. Improved Customer Experience

They simplified the menu structure to make it easier for customers to choose their desired pizzas and eliminated the complex additional fees associated with coupon use. Additionally, despite a challenging market with rising costs, Domino’s aims to deliver better value through reduced prices on several existing pizza items, including a significant price drop for delivery orders. They introduced a new “Takeout Discount” substitute for their previous takeout half-price promotion.

Towards the conclusion, Brand Manager Naoki Morita passionately shared his vision: "By indulging in Domino's, we aim for customers to experience an overflow of happiness. We will continue to evolve to maintain our beloved presence in the market."

Fun & Games with TakoRō

The second half of the event was enlivened by TakoRō, who participated in a trivia game to identify the old and new product offerings. Kimura Band watched in delight as the pizza-themed challenge unfolded, celebrating their love for the revitalized brand.

Among jokes and laughter, the hilarity peaked when the former champion tried to describe the new pizza with its plentiful cheese and toppings, exclaiming, "This is so hearty. I can’t believe the cheesy goodness!" Their genuine expressions of joy during the tasting illustrated the essence of the brand’s new message.

Dietar also personally presented a pizza to the comedians to deep comedic effect, prompting uproarious laughter from the audience. Throughout the event, the playful engagement reinforced the brand's commitment to fun, delicious experiences that bring people together, communicating the idea that pizza is a crucial part of joy in gatherings.

Conclusion

In a world where brands must continually adapt to consumer needs, Domino’s Pizza’s revitalization is more than a fresh logo; it is a heartfelt commitment to excellence, embodying their slogan, “Because you love it, right?” Vowing to ensure that every experience tantalizes taste buds and spreads joy, they embark on this exciting new journey toward being a brand of choice.

The revitalization event featured the following:

Date: June 23, 2026
Time: 10:00 - 10:40 AM
Venue: Domino's South Magome Store
Participants:

• - Guests: Comedy duo TakoRō
• - CEO: Dieter Habel
• - Brand Manager: Naoki Morita