Domino's launches new brand platform and New Yorker pizza range

Domino's Australia has launched a new brand platform titled ‘Drop Everything* It’s Domino's’, developed in collaboration with Bureau of Everything. The initiative aims to shift the company's market positioning from functional benefits toward a focus on food personality and the general appeal of pizza.

The rollout across Australia and New Zealand includes the introduction of the ‘New Yorker’ pizza range. These 16-inch pizzas, which are the largest currently on the Domino's menu, feature hand-stretched dough and are available in five varieties: The Big Cheese, Pepperoni Boss, Hot Honey Pepperoni Boss, Little Italy, and Bacon Kingpin.

As part of the expansion, Domino's has named Coca-Cola as its new drinks partner across the ANZ region. To support the campaign, the company will host New York-themed activations, including a themed delivery vehicle tour in Sydney on 17 September and a public ‘Block Party’ on 24 September.